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In Latin America, Formula 1 fans know that watching a race live requires something truly hard: waking up before sunrise on a Sunday.

Luckily, McDonald’s is always right there for them with McCafe Menu. And yes, in case you are wondering, we’re open 24/7.

So, inspired by the most iconic corners of F1 circuits, we created a series of print ads where every line reminded fans that Sundays aren’t just for resting, on the contrary, they’re for racing. And that the coffee keeping you awake can keep up with the pace of the track, connecting the sharp focus Formula 1 demands with the coffee energy you need to prevent you from blinking.

Because if no pilot blinks in a sharp corner, neither should you.