The ads feature Jazeman Jaafar, Malaysia's youngest-ever F1 BMW driver, and a group of 10-year old children who endorse the event.
"This marks the 10th year Sepang International Circuit is hosting the F1 race, so the strategy had to be memorable," explained M&C Saatchi managing director Lara Hussein.
"We worked on many propositions and settled on what we thought was the strongest of them all - that the Malaysian Grand Prix has been a decade-long success only because of the loyalty and passion of its fans."
The TV spot shows kids championing their love and knowledge of F1.
M&C Saatchi executive creative director Anthony Wong, who also directed the commercial, said: "This is the pioneer generation that will ensure that the fanbase continues to grow.
"We made a deliberate departure from showing F1 cars zooming around in a fast and furious fashion. Instead, we have kids expressing their knowledge and passion for the sport. We wanted it to be honest and charming."
Launched late last month, the campaign includes TV, print, radio and out-of-home.
The 10th Petronas Malaysian Grand Prix will be held from 21 to 23 March. While the popularity of the event is said to have waned in recent years, the Sepang Circuit is forecasting a record 125,000 people to attend the races.
The event will face increased competition this year from its neighbour, when the SingTel Singapore Formula One Grand Prix launches in September. The Singapore F1 is being back by a US$3 million PR and advertising blitz, by MEC and Fulford PR.
