When it comes to engaging younger fans, Formula One has made a very poor show of itself in recent years.
An unwillingness to collaborate with television, the internet or the film industry has seen the sport fall away from young eyes, as its existing fan base continues to age.
This week, one team in the sport took one small step to addressing that issue with the launch of a brand new media company – McLaren Animation.
Teaming up with top CGI animation studio Framestore, the new project is to release twelve three-minute videos, depicting the camaraderie and partnership between McLaren drivers Lewis Hamilton and Jenson Button in various adventures as they fight for the Formula 1 World Championship.
Entitled “Tooned”, the venture is to focus on creating high-end content as part of a new marketing strategy for the Woking-based squad – or so says the press release.
Launched earlier today, the first episode of the dozen – called “Wheel Nuts” – sees Button win a coin toss to test the latest modifications on the McLaren F1 car as developed by “Professor M”, voiced by Alexander Armstrong. Meanwhile, a disapproving Hamilton gives chase in golf cart with humorous results.
For more about it, watch the video at the bottom of this post.
Who knew McLaren had a sense of humour?