Uber brought McLaren’s papaya racing identity to Madrid rides

Passengers arriving at Madrid-Barajas Airport during the 2026 Spanish Grand Prix weekend encountered an unexpected sight. A McLaren Formula 1 car was displayed beside an Uber vehicle wrapped in the racing team’s distinctive papaya orange.

The installation was part of Interferences, a campaign created by Uber with Mastercard and McLaren Racing. It brought the atmosphere of the new MADRING circuit into the journeys people made across Madrid.

An Uber pickup area became a Formula 1 pit stop

Uber transformed its pickup zone at Terminal 4 into a McLaren-inspired environment. Papaya-coloured floor markings, branded barriers and a real Formula 1 car made the airport feel like an extension of the racetrack.

A matching Uber vehicle parked behind the racing car connected the spectacle to the service passengers could actually book. The combination showed how an ordinary airport transfer could become part of the Grand Prix weekend.

The location was especially relevant because Madrid’s new Formula 1 circuit, MADRING, is situated close to the airport. Visitors therefore entered the campaign shortly after arriving in the city.

Papaya Uber cars took the campaign onto Madrid’s streets

The airport installation was supported by a limited fleet of Uber vehicles wrapped in McLaren’s papaya colour. During race week, passengers booking a ride in Madrid had a chance of seeing one of the special cars arrive at their pickup point.

This extended the campaign beyond a fixed installation. Every branded vehicle carried the partnership through different streets, neighbourhoods and passenger journeys.

The cars gave people a small Formula 1 experience even if they were not attending the race. They also made Uber’s role in moving visitors around the city more visible during one of Madrid’s busiest sporting weekends.

Selected passengers found McLaren gifts inside

The experience continued after passengers entered the cars. Selected riders received McLaren-themed merchandise presented in specially designed papaya and black packaging.

Items included clothing and an MCL40-branded bottle featuring Uber and Mastercard branding. The gifts gave passengers something physical to remember from the ride while reinforcing the collaboration between the three partners.

Instead of simply applying logos to a car, the campaign used the full passenger journey. The surprise began when the papaya vehicle arrived and continued with the gifts waiting inside.

Formula 1 travelled beyond the MADRING circuit

Interferences was based on the understanding that most Formula 1 fans never experience a race from inside a circuit. Uber brought elements of the sport into public places and everyday journeys so more people could participate in the excitement surrounding the event.

The wider campaign also appeared across central Madrid, digital screens, social media and the Uber app. Users could request limited-edition Uber GP vehicles, enter interactive experiences and compete for McLaren Mastercard Formula 1 Team prizes.

By connecting an airport installation, papaya vehicles and passenger gifts, Uber made transportation part of the race-week experience. The Formula 1 atmosphere did not begin at the MADRING circuit. For some visitors, it began the moment their Uber arrived.

Credits

Interferences, 2026. Uber Spain, with Mastercard and McLaren Racing, Madrid. Agency Ogilvy Spain. Creative Directors Patricia Medeiros and Pablo Cachón. Media by PHD Media, part of Omnicom Media. Uber Spain Head of Marketing Arnaud Gouénard. The campaign ran across outdoor, television, digital media, social platforms, the Uber app and physical activations during the 2026 Spanish Grand Prix race week.