Formula 1 has been trying to expand its demographic (or at least some of those involved have been) and the latest move in that direction is an online viral from Vodafone, with Lewis Hamilton and Jenson Button continuing their acting careers, having a go at being fashion photographers. Take a look, it’s fun.
I like these vodafone ads…jenson is the funny one in them though – a real natural on camera as well. that said, not sure how this one is truly aimed at just women
Oh… I was hoping it was Jaime Alguersuari jumping in the harbour after his great performance in Valencia… never mind.
Demographics show on average 40% of viewers of F1 are female, the highest % for any major motorsport.
The only area that needs expanding would be the under 15′s, which is 7 points down on the average, but focus groups show that to attract this demographic would mean ‘dumbing down’ and the introduction of ‘gimmicks’, which would more than likely alienate the core viewer.
‘Morning Joe!
You’re right, it is fun. Made me chuckle. In fact, I completely forgot it was anything to do with advertising, which is probably not what Vodafone wants to hear. I like it simply because it is fun. In fact, I’d like to see more. Won’t make me even think of an alternative cell phone provider, let alone actually switch. But hey, if Vodaphone want to amuse, then that’s fine with me!
Happy to say my girlfriend loves these video – though Sebastian will always have a special place in her heart, haha. Don’t think I have to much to worry about though, given she ran in the other direction when we saw Sebastian in his hotel in Melbourne
F1 should try to be more attractive to women rather than try an attract women to it. There may or may not be something wrong with hiring sexy people to be human flagpoles, but if you do why not let some of them be men?
Hard to believe these guys are able to take decent pics and it’s obvious they were just pressing buttons (Lewis was pressing a button or the button?). Yet another corporate orgasm from Vodafone – quite pretentious but if you’re a fan of McLaren/JB/LH, you’ll buy it as genuine.
To sum it all up, they were photographing their hearts out and living their dream with Vodafone McLaren Mercedes team. Don’t forget to say thank you to Vodafone!
Former Vodafone Customer,
It is a lightweight piece of promotion. No harm in that
LH @JB – “you’re the assistant” hmmm, what can we learn from that tit bit
Can you imagine, Senna, Prost, Piquet or Mansell having to do this?