LEGO Turns Terry Crews Into Podium Chauffeur at Las Vegas Grand Prix

Terry Crews surprised fans at the Las Vegas Grand Prix by driving the top three finishers in a full-sized, drivable LEGO 1950s Cadillac.

The 418,000-brick magenta car, with functioning lights and sound, brought a playful surprise to the F1 weekend and put LEGO in the spotlight in a way few toy brands could.

The Cadillac carried F1 drivers Max Verstappen, Lando Norris, and George Russell from the track to the podium at Bellagio.

All while Crews, a self-described LEGO fan, serenaded the drivers with Vanessa Carlton’s “A Thousand Miles,” echoing his iconic White Chicks moment.

The post has since gained nearly 3 million likes on Instagram alone, becoming an instant viral hit. 

“Throughout the year, we brought fans closer to Grand Prix experiences and the sport of Formula 1, and this year in Las Vegas was no different," said Julia Goldin, Chief Product & Marketing Officer at the LEGO Group.

"The 2025 calendar has been incredible, and we can’t wait for what’s to come in 2026.”

Meanwhile, F1 CCO Emily Prazer said that the F1 Las Vegas Grand Prix has "quickly become an iconic cornerstone in the F1 calendar, and it’s been fantastic to work with the LEGO Group to bring new ideas and creativity to fans.”

LEGO Moments Around Las Vegas

The spectacle didn’t stop with the Cadillac.

Fans also saw LEGO botanicals podium bouquets, exclusive F1 ACADEMY merchandise, and large-scale LEGO content projected on the Sphere.

These brand activations highlighted LEGO’s multi-year partnership with Formula 1 and its new collaboration with F1 ACADEMY to create more opportunities for women in motorsport.

Alongside these moments, LEGO provided fans with hands-on experiences at the F1 HUB, giving children and families the chance to engage with racing through creative play.

Additionally, a custom LEGO Speed Champions F1 ACADEMY car allowed fans to build and take home their own race car model, further extending the campaign beyond the track.

What We Can Learn from LEGO’s Podium Activation

LEGO is showing companies how to connect iconic celebrities with interactive fan experiences to boost a brand partnership.

Key takeaways include:

• Celebrity appearances can amplify campaigns when paired with large, visually striking activations.
• Multi-platform fan engagement from physical builds to digital content enhances recall and audience participation.
• Collaborations with emerging leagues like F1 ACADEMY expand brand relevance and foster inclusivity in traditionally male-dominated sports.

As marketers, it's worth keeping an eye out for what else LEGO may have in store on and off the track. 

Our Take: Why Does Terry Crews Make This Moment Work?

It starts with nostalgia, but that’s not the whole story.

Crews hits because his over-the-top personality, genuine LEGO fandom, and the White Chicks callback all line up to turn a simple podium ride into a meme-ready moment fans want to share.

He gives LEGO a human anchor in the middle of a massive sports spectacle, so the activation feels less like a staged stunt and more like a moment audiences discovered.

What we love about this campaign is how it is both substantial and a spectacle: kids can build, fans get content, and the brand reinforces creativity.

You walk away remembering LEGO not just a toy company, but an experience. 

In other news, A24 also pulled off an irreverent and viral marketing stunt together with award-winning actor Timotheé Chalamet, staging a fake Zoom call to promote the upcoming film Marty Supreme.

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