Drawing a record crowd of 452,055 in 2024, the Melbourne F1 Grand Prix is one of the biggest calendar events of the year. To celebrate Jack Daniel’s partnership with McLaren we swapped the track and F1 cars for Melbourne’s streets and two F1-inspired McLaren supercars, inviting fans to feel first-hand the exhilaration of the on-track experience.

‘Jack’s Rides’ transported fans to and from the city’s most popular venues across the F1 race weekend. As a bonus, each passenger was equipped with on-board headsets to communicate with their teammate, just as the McLaren cars on track would.

This high-octane activation saw our two cars fully booked for the weekend, with race fans jumping at the opportunity to take part in a once-in-a-lifetime supercar experience. Captivating fans and media alike, ‘Jack’s Rides’ featured across major entertainment publications and guides, we even took Channel 10 News for a spin.