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Chrome Speed Challenge

Agency: ATTN:

Description

To celebrate the speed of Google Chrome, we challenged Lil Yachty and Busta Rhymes to rap as fast as McLaren F1 Driver, Lando Norris drives during his fastest ever lap (1:14:693). We collaborated with Yachty's music producer, Earl On The Beat to create a variable beat track that matches Lando's MPH to BPM. The song features in the hero film as well as in an open verse challenge on TikTok where creator rappers are invited to lay down their verse to become part of the final track.

This professional campaign titled 'Chrome Speed Challenge' was published in United Kingdom and United States in August, 2023. It was created for the brand: Google, by ad agency: ATTN:. This Content and Film media campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted about 1 year ago.

Agency ATTN

Creative Team Executive Creative Director: Clare Stein Executive Creative Director: Brad Jones CD/Copywriter: Rachel Samples CD/Art Director: Hans Schenck

Production / Post-Production Executive Producer: Alison Howlett Head of Production: Tom Sawyer Head of Post-Production: Gerry Mattei Project Management Lead: Talia Nutting Motion Designer: Shana Nielsen

Brand & Account Services Co-Founder: Jarrett Moreno Co-Founder: Matthew Segal Managing Director: Kristen King Account Director: Emily McCormick Senior Director, Partnerships: Renée Kimmel Head of Business Affairs, General Counsel: Shyla Brown Head of Talent & Casting: Cameron Choate Director, Paid Ad Ops & Strategy: Evelyn Nila

Celebrity Talent F1 Driver: Lando Norris Artist/Rapper: Lil Yachty Artist/Rapper: Busta Rhymes

Production Company Arts & Sciences

Los Angeles Shoot Director: Ehsan B Editor: Lucian Barnard Managing Director/Partner: Mal Ward Managing Partner/EP: Marc Marrie Executive Producer: John Benson Director of Production: Christa Skotland Head of Production Coordination: Milena Milicevic Line Producer: Kristin Porter Production Supervisor: Ashley Rabin Asst. Production Supervisor: Amber Fillis Director of Photography: Autumn Durald Director’s Assistant: Kerim Hassan

United Kingdom Shoot Production Company: Friend (via Arts & Sciences) Director: Ehsan B Editor: Lucian Barnard Director of Photography: James Henry Director’s Assistant: Caleb Mapoma Executive Producer: Luke Jacobs Producer: Kwok Yau Line Producer: Mike Carr Production Assistant: Roma Nesi Pio

OCP Casting Elevator Casting Director: Ed Flores

Editorial TenThree Managing Director: Ed Hoadley Editor: Lucian Barnard Assistant Editor: Jules Bayer-Crier

Music Composition Composer: Chris Franks Music Company: CLAP

Rap Lyrics & Beat Track Lil Yachty’s Lyrics: Lil Yachty Beat Track Production: Earl on the Beat Busta’s Lyrics: Busta Rhymes

Comping/VFX No.8 Managing Director: Barny Wright Creative Director: Jim Allen Lead VFX Artist: Rob Peacock

Comping/VFX (Lando/Car Scenes) Level UK Creative Director: Kevin Cooney

Audio Mixing / Sound Design No.8 Managing Director: Barny Wright Mix Engineer: James Benn Sound Designer: James Benn Additional Sound Recording: George Castle

Color Grade No.8 Managing Director: Barny Wright Executive Producer: Charlie Morris Producer: Hannah George Colorist: Alex Gregory Color Assist: Adam Mears & Elliot Ward

Online/Conform No.8 Managing Director: Barny Wright Creative Director: Jim Allen Flame Artist: Rob Peacock, Richie White, Jay Bandlish

Still Photography (PR) Photographer: Nick Mahar

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Busta Rhymes, Lil Yachty and Lando Norris Star in Fast and Furious Google Chrome Campaign

The iconic rapper spoke with adweek about the collaboration, which continues chrome’s partnership with mclaren.

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Warning: Google Chrome’s latest campaign might “Break Ya Neck.” 

That’s because the browser has partnered with the legendary purveyor of some of hip-hop’s fastest flows, Busta Rhymes, alongside fellow rapper, Lil Yachty, and McLaren F1 racing driver, Lando Norris, for a high-octane music video showing how Chrome satisfies the need for speed. 

In the two minute-long “Chrome Speed Challenge,” produced by ATTN’s Creative Shop, Norris calls on Yachty to see if he can come up with a rap that matches the speed of the browser and the McLaren racing car.

“Chrome wants to know if we’re as fast as they are,” says Norris, prompting Yachty and his team to use the browser to search for the racer’s top speed and a rap collaborator quick enough to bring them to the finish line.

As his longtime collaborator, Earl on the Beat, performs some musical wizardry by synchronizing the miles per hour (MPH) of Norris’ driving against the track’s beats per minute (BPM), the “Coffin” rapper uses his search results to conjure one of the fastest rappers alive: Rhymes.

With the legendary lyricist on board, the duo moves at a breakneck pace to find the perfect verse and flow to complement the speed of the car, the browser and each other.

The artists will encourage fans to create and share their own raps on TikTok using the hashtag #ChromeSpeedChallenge, with Yachty also promoting the campaign on his Instagram and YouTube channels. The video will run throughout July. 

Last year, Google became an official partner of the McLaren Formula 1 team. The partnership gives the brand visibility to the sport’s global audience of over 445 million viewers, while incorporating Google’s technology in races (McLaren’s pit crew exclusively uses the Chrome browser and Fitbit devices to monitor the drivers’ heart and breathing rate along with their overall health and wellbeing).

“The Chrome Speed Challenge brings to life the joyful power of speed in sport and entertainment through our McLaren partnership, and the dynamic lyrical duo of Lil Yachty and Busta Rhymes,” said Adrienne Lofton, global vp of integrated consumer marketing at Google. “As we celebrate hip-hop’s 50th anniversary this summer, I’m particularly excited to invite music fans to create their own fast rap standing side by side with the best in the game.” 

A hip hop legend in the driver’s seat  

Google has already marked hip-hop’s 50 th anniversary with a recent activation at New York’s Governor’s Ball music festival, in which fans could view curated pieces from different decades, recreate classic album covers and sit on a throne made of boomboxes. But getting one of the genre’s most iconic artists supercharged the celebrations–and Rhymes was happy to get the call. 

“I thought the campaign idea was brilliant and it aligned with my brand,” Rhymes told Adweek, noting it was his first Google campaign (“It will not be my last!” he joked).

He’d also been looking forward to working with Yachty since reconnecting recently at Pharrell Williams’ “Something in the Water” festival.

True to (fast) form, Rhymes—a racing fan who once had aspirations to join the sport before his music career took off—told Adweek that once Google shared its creative vision, he recorded his verse in 20 minutes, making only a few edits to align more closely with the brand.

No stranger to using his gift to amplify a brand, Rhymes has previously flexed his tongue-twisting skills alongside Peter Dinklage in a Mountain Dew and Doritos Super Bowl commercial that matched them up against Morgan Freeman and Missy Elliot. But the significance and serendipity of timing for this campaign hit different, with the artist having a banner year with a much talked about Grammy performance, a BET Lifetime Achievement Award honor, the release of new music and an upcoming tour. 

“I don’t believe in coincidence at all,” he said. “A lot of what is happening is divine timing and hard work.”  

Still, he does agree that his career, which spans over three decades, has reached a new gear (pun intended), and credits his “unwavering faith” for persevering and being able to share the moment with younger artists such as Lil Yachty.

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“I’m now able to apply all the years of learning in a very comprehensive way. For me this is what it looks like to kick into a new gear,” he said. “Now I have an expertise that people can distinguish, notice and will continue to witness. I’m applying my best self.” 

Rhymes added that one of his biggest motivations with the Chrome campaign was thinking about his fans’ reactions to the finished product. 

“Verses like mine evoke intense, high energy for me and fans. So, any adrenaline that I feel comes from the way people are reacting and from their excitement around these fast verses that can be difficult for them to do.”

Leslie Blount

Leslie Blount is an Adweek contributor who writes about marketing, brands and culture.

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Busta Rhymes Walks Lil Yachty Through Rap Speed Test In Google Chrome Racing Ad

Busta Rhymes may be responsible for one of the fastest rap songs ever recorded, “Break Ya Neck,” clocking in at 9 words per second. But, has he found his match in Lil Yachty ?

In partnership with Google Chrome and Lando Norris, the duo is asked to prove whether they’re as fast as they say they are, in a Chrome Speed Challenge.

“Yachty! Chrome wants to know if we’re as fast as they are; Fast browser. Fast car. Fast rap. You in?” says Norris in the ad opener.

After determining he’d need to hit “220 beats per minute,” to mimic the Belgian-British racecar driver behind the wheel at 220 mph, the “Poland” rhymer called on Busta Rhymes for a game of “you a dumb double bum bubble gum now who you running from,” before hopping on a track, together.

Check out the full video below.

In a separate clip , posted by Yachty on TikTok, the rapper asks fans to join in on the fun. “Yo, what’s up it’s Yachty here collaborating with Google Chrome. I’m going to rap as fast as Lando Norris drives. Let’s get it.

“How fast are you? prove it. #ad #ChromeSpeedChallenge #openversechallenge #duetme,” the caption reads.

related news

June 26, 2023

Meanwhile, Bus-A-Bus, who has always been highly regarded as an MC and songwriter, recently entertained the idea of entering the world of Verzuz battles  but there are some artists he simply won’t compete against out of respect.

During a new interview with Apple Music last month, the Flipmode leader was asked about who he would consider a worthy opponent in a Verzuz battle, to which he responded, “Ain’t nobody playing with me, period.”

However, when  Missy Elliott ‘s name came up, Busta immediately shut it down.

“Never with Missy,” he said. “The reason why I can’t ever do a Verzuz or even compete with Missy on a challenging level is ’cause that’s my twin … I’m Missy and she’s Busta Rhymes. I will never ever ever ever ever, because I love her so much, I can’t talk my shit the way I would want to in a Verzuz.”

After drawing comparisons to their style and noting the two are indeed on the same level, Bus maintained that going toe-to-toe with the Virginia native “would be a celebration” as opposed to a battle.

n the same spirit, it was no surprise when  Missy commended Busta  for winning  BET’s coveted Lifetime Achievement Award  last month.

In an  Instagram reel posted to her official account , the “Supa Dupa Fly” rapper shared a snippet from the award show where she was featured in a video along with Busta’s other friends and collaborators. In the clip, Missy praises her friend for his versatility and imaginativeness.

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Busta and Lil Yachty speedily spit; Google Chrome's legit hit with Norris in the cockpit

F1 McLaren driver Lando Norris challengers rappers Busta Rhymes and Lil Yachty to a speed test in ATTN's cheeky campaign for Google Chrome.

What scares a scarecrow?

Tesco feeds the new normal

Google – chrome speed challenge lil yachty ft. busta rhymes and lando norris.

• Agency ATTN/New York
• Production Company Arts & Sciences
• Director Ehsan B

Unlock full credits and more with a Source + shots membership.

• UK Production Co. Friend
• Editorial tenthree
• Managing Director Barny Wright
• Executive Producer Charlie Morris
• Senior Producer Glen Percival
• Audio/Sound Design No.8
• Color Grade No.8
• Talent Busta Rhymes
• Talent Lando Norris
• DP Autumn Durald Arkapaw
• DP James Henry / (DP)
• Editor Lucian Barnard
• Talent Lil Yachty
• Executive Creative Director Brad Jones
• Creative Director Hans Schenck
• Managing Director/Partner Mal Ward
• Executive Producer/Managing Director Marc Marrie
• Executive Producer John Benson / (Executive Producer)
• Director of Production Christa Skotland
• Head of Production Milena Milicevic
• Line Producer Kristin Porter
• UK DP James Henry / (DP)
• Executive Producer Luke Jacobs / (MD)
• Producer Kwok Yau
• Line Producer Mike Carr

If you Google the fastest rappers of all time, you'll find East Coast legend Busta Rhymes sitting proudly near the top of the list; his 2001 hit Break Ya Neck clocking in at a mind-blowing nine words per second.

It's unsurprising, then, that  ATTN brought in the rapper for its deliciously high-concept campaign for Google Chrome, in which Rhymes and Lil Yachty are challenged to perform original lyrics about speed and Google Chrome to match the pace of F1 McLaren driver Lando Norris’ quickest lap ever - the MPH of Norris’ lap converted to BPM.

Aiding the swiftness of the concept is the accompanying music video, shot by Arts & Sciences director Ehsan B ; its whip-pans and aspect-ratio manipulation giving the whole piece a frantic, fun-loving feel. 

Football à la Française goes Big

Big Productions duo Adrien & Roman put together a zany, Tex Avery-esque trip through Ligue 1.

John Lewis's window of time

Saatchi & Saatchi whisks us through a century of British history in a wonderfully-crafted campaign celebrating the brand's hundred-year legacy.

The Raptors smell like outsider spirit

The only Canadian basketball team in the American NBA launches a gritty, urban film for its French fans that captures the attitude and determination of Parisian youth.

The Special Olympics and CAF fight for disabled independence

A dramatic and gorgeously-crafted short film recreates famous independence movement artworks to address the marginalisation of intellectually disabled people in Latin America.

See full credits for all work featured and have instant access to the world's most powerful and comprehensive advertising database.

Stay up-to-date with the latest news, insight and inspiration for the creative community.

Access the world's largest advertising database. With an intuitive toolset that helps you explore, present and collaborate more effectively.

Custom-built for the advertising industry, with extensive showreel options and powerful streaming software.

Upgrade your showreels today.

To access full credit, contact, company and people information, you'll need a Source membership. Click below to find out how to super-charge your shots experience with the world's most comprehensive advertising database.

• the Work The best new work, curated by shots.
• the Craft Q&As and behind-the-scenes.
• the Talent The people who make the spots you love.
• the Inspiration Inspiration for creative minds.
• the News Industry moves and breaking campaigns.
• the Insight Thought-pieces and opinions.
• the Showcase Showreels and monthly round-ups.
• the Focus Our monthly digital magazine.
• shots Awards
• shots Unsigned
• Source Membership
• About shots
• Submit Your Work
• Terms & Conditions
• Privacy Policy

Busta and Lil Yachty speedily spit; Google Chrome's legit hit with Norris in the cockpit

F1 McLaren driver Lando Norris challengers rappers Busta Rhymes and Lil Yachty to a speed test in ATTN's cheeky campaign for Google Chrome.

What scares a scarecrow?

Tesco feeds the new normal

Google – chrome speed challenge lil yachty ft. busta rhymes and lando norris.

• Agency ATTN/New York
• Production Company Arts & Sciences
• Director Ehsan B

Unlock full credits and more with a Source + shots membership.

• UK Production Co. Friend
• Editorial tenthree
• Managing Director Barny Wright
• Executive Producer Charlie Morris
• Senior Producer Glen Percival
• Audio/Sound Design No.8
• Color Grade No.8
• Talent Busta Rhymes
• Talent Lando Norris
• DP Autumn Durald Arkapaw
• DP James Henry / (DP)
• Editor Lucian Barnard
• Talent Lil Yachty
• Executive Creative Director Brad Jones
• Creative Director Hans Schenck
• Managing Director/Partner Mal Ward
• Executive Producer/Managing Director Marc Marrie
• Executive Producer John Benson / (Executive Producer)
• Director of Production Christa Skotland
• Head of Production Milena Milicevic
• Line Producer Kristin Porter
• UK DP James Henry / (DP)
• Executive Producer Luke Jacobs / (MD)
• Producer Kwok Yau
• Line Producer Mike Carr

If you Google the fastest rappers of all time, you'll find East Coast legend Busta Rhymes sitting proudly near the top of the list; his 2001 hit Break Ya Neck clocking in at a mind-blowing nine words per second.

It's unsurprising, then, that  ATTN brought in the rapper for its deliciously high-concept campaign for Google Chrome, in which Rhymes and Lil Yachty are challenged to perform original lyrics about speed and Google Chrome to match the pace of F1 McLaren driver Lando Norris’ quickest lap ever - the MPH of Norris’ lap converted to BPM.

Aiding the swiftness of the concept is the accompanying music video, shot by Arts & Sciences director Ehsan B ; its whip-pans and aspect-ratio manipulation giving the whole piece a frantic, fun-loving feel. 

Football à la Française goes Big

Big Productions duo Adrien & Roman put together a zany, Tex Avery-esque trip through Ligue 1.

John Lewis's window of time

Saatchi & Saatchi whisks us through a century of British history in a wonderfully-crafted campaign celebrating the brand's hundred-year legacy.

The Raptors smell like outsider spirit

The only Canadian basketball team in the American NBA launches a gritty, urban film for its French fans that captures the attitude and determination of Parisian youth.

The Special Olympics and CAF fight for disabled independence

A dramatic and gorgeously-crafted short film recreates famous independence movement artworks to address the marginalisation of intellectually disabled people in Latin America.

See full credits for all work featured and have instant access to the world's most powerful and comprehensive advertising database.

Stay up-to-date with the latest news, insight and inspiration for the creative community.

Access the world's largest advertising database. With an intuitive toolset that helps you explore, present and collaborate more effectively.

Custom-built for the advertising industry, with extensive showreel options and powerful streaming software.

Upgrade your showreels today.

To access full credit, contact, company and people information, you'll need a Source membership. Click below to find out how to super-charge your shots experience with the world's most comprehensive advertising database.

Advertisement

Ad of the Day: Busta Rhymes and Lil Yachty rap as fast as a F1 driver for Google

• Facebook Messenger

By Amy Houston, Senior Reporter

July 13, 2023 | 1 min read

Listen to article 4 min

Can the two keep up with British-Belgium sports star Lando Norris?

For Google Chrome’s Speed Challenge, two top American rappers have put their bars to the test to see if they can spit faster than a Formula 1 racer.

In the spot, hip hop legend Busta Rhymes helps Lil Yachty get up to speed after he was challenged by the McLaren driver.

It’s all in the name of promoting how fast the tech giant’s browser is.

The ad comes from media company ATTN with EssenceMediacom supporting the campaign. Soundtrack is by Chris Franks, Arts & produced the music video, which was directed by Ehsan B.

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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Chrome - Speed Challenge Lil Yachty ft. Busta Rhymes and Lando Norris (2023) 2:00 (USA)

Ok, hold up. This better be released as a song because the beat incrementally increasing in speed is awesome, and I'm a big Busta Rhymes fan.

The challenge: Busta Rhymes and Lil Yachty try to rap as fast as Lando Norris races in Formula 1. It’s all in the name of promoting how fast the tech giant’s browser is. Because Chrome is fast, see. Faster than Belgian-British F1 driver Lando Norris.

Now I gotta play the whole album 'Extinction Level Event - The Final World Front' over and over today. Gimme Some More!

Ad agency: ATTN

Media: EssenceMediacom

Soundtrack: Chris Franks

Production: Arts & Sciences

Director: Ehsan B

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Google Campaign Merges Its Browser With The Fastest Sport

• by Laurie Sullivan   @lauriesullivan , July 11, 2023

Google's Chrome Speed Challenge spot features F1 McLaren driver Lando Norris, and rap artists Busta Rhymes and Lil Yachty. The campaign aims to merge one of the world's fastest browsers with the fastest sport stars and rappers.

The creative spot aimed at social media sites is part of Google 50 th anniversary celebration of hip hop music this summer, but it does take a bit of explanation to understand the message behind the meaning.

Yachty and Rhymes wanted to prove the speed of his rap could match the technical speeds of Google Chrome, and the speed in which Norris drive.  

Produced by  ATTN’s Creative Shop , the campaign features a :90s video introducing the challenge, with Rhymes and Yachty performing original lyrics about speed and Google Chrome that match the pace of Norris’ quickest lap ever, 1:14.693 (miles per hour) MPH.

To find the corresponding tempo, the MPH of Norris’ lap was converted to beats per minutes (BPM). Yachty and collaborator Earl on the Beat created a variable BPM base track to synchronize with the speed of Lando’s McLaren driving.

A music video from Busta Rhymes and Lil Yachty accompanies the spot on Tiktok , encouraging fans to join the Google Chrome Speed Challenge by creating and sharing their own.

EssenceMediacom, GroupM's newest and largest agency, also supports the campaign.

Lil Yachty’s Instagram and YouTube channels will share the campaign, with the challenge video running in media throughout July.

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