McLaren Aim to Alter Brand Image

The recent launch of Sky Sports F1 HD has given F1 teams a platform to communicate with their fan base like never before. To capitalise on this, McLaren have teamed up with London-based animation company ‘Framestore’, in order to produce a series of twelve 3-minute animations featuring members of the McLaren team. The series, Tooned, will release one episode for every race remaining in the season, with plans for another series next year. The first video, Wheel Nuts, which aired on July 8th features Lewis Hamilton and Jensen Button battle for dominance in a humorous CGI animation. 

The idea behind the series is to thaw the cold image McLaren perceive their brand to have. With a meticulous and scientific approach to their sport, it is difficult to lose this image off the track. The plan is to appeal to a wider audience, with hopes of tapping into the family market. It is hoped that using the real characters and voices, in CGI form, will alleviate the seriousness associated with the brand presently. 

The question now is, have McLaren taken the correct approach to altering their image? Will this series even reach its target audience? It is difficult to tell at this early stage, however, with talks of full length episodes and even a feature film, there is the possibility of great success.

Keep an eye out for the series over the coming weeks! - R.Conway