Formula 1 on the Beach
Like a sections the motor racing fan fraternity, I abhor marketing campaigns. They are often sycophantic nonsense that talk a lot, but manage to say very little and in a sport where the drivers, mechanics, technicians and cars are the kings and queens, organisations have a tendency to get in the way, while attempting to invent an image and unfortunately neuter personalities. However there are occasions when corporate entities get it absolutely right and one organisation that has been getting it right for a number of years is Red Bull.
Earlier this year, in order to promote the start of the Formula 1 season, Sebastien Buemi took the Red Bull Racing showcar (a back-up model of the STR1 chassis) around the ice-covered Circuit Gilles Villeneuve track in Montreal, as well as across the frozen waters of northern Quebec. The run was made possible by specially constructed snow tyres made by Bridgestone, while the car itself was powered by a Cosworth V10 engine.
This fantastic video (below) has just been matched by some wonderful footage of Jaime Alguersuari of taking the latest showcar around Juanillo Beach at Punta Cana in the Dominican Republic. Although, this campaign has yet to formally launched, the sight of Alguersuari wheelspinning in the ocean lined sand is a wonderful thing to look at. It’s something that marketing agencies working in motor racing struggle to get right – maybe they should take lessons from a drinks company.