Launches aren't what they used to be...
Posted: Tue Feb 05, 2013 10:42 am
...which is probably a good thing, some seemed so pretentious and wasteful. But these days there is so much potential commercial value in a launch, given the immediacy of modern news and communication, so why have most teams just not bothered, and the ones who have got so much wrong?
Ferrari:
Video package, massive stage and an attempt to induce mass epilepsy by the man operating the lights. This is what launches should be like. Slightly disappointing that Monti didn't make one of his traditionally mental announcements, all we were missing was a declaration of war on pigeons... or something.
Force India:
Paul di Resta in a garage. Can you imagine a duller set of words? That's all it was. Paul di Resta. In a garage.
Lotus:
They had to change venue so maybe it's not fair to judge. But they presumably chose to hire the amateurish passive aggressive Alan Partridge standin to present. I never imagined the term 'sub-Lazenby' could justify itself. Good vibe from the team though.
McLaren:
Some beautiful old cars... in the distance or obscured thanks to just two (static and badly positioned) cameras. And that idiot Pinkham girl stumbling over her boring lines inbetween giggling and failing to position the drivers for the immobile cameras. Should have been great, came off as stiff and badly planned to me.
Mercedes:
I can only assume I missed the bit where something happened.
RBR:
Went smoothly, looked good and people actually said stuff in the interviews. Newey offered genuine insight and both drivers were funny and human. Easily the best launch, even though there seemed to be an in-joke to see who could say the word 'Infiniti' the most. Apparently RBR have a new title sponsor.
I don't get why most of the teams do it like this. Either plan and execute a presentation properly, or just publish a load of great photos online.
Ferrari:
Video package, massive stage and an attempt to induce mass epilepsy by the man operating the lights. This is what launches should be like. Slightly disappointing that Monti didn't make one of his traditionally mental announcements, all we were missing was a declaration of war on pigeons... or something.
Force India:
Paul di Resta in a garage. Can you imagine a duller set of words? That's all it was. Paul di Resta. In a garage.
Lotus:
They had to change venue so maybe it's not fair to judge. But they presumably chose to hire the amateurish passive aggressive Alan Partridge standin to present. I never imagined the term 'sub-Lazenby' could justify itself. Good vibe from the team though.
McLaren:
Some beautiful old cars... in the distance or obscured thanks to just two (static and badly positioned) cameras. And that idiot Pinkham girl stumbling over her boring lines inbetween giggling and failing to position the drivers for the immobile cameras. Should have been great, came off as stiff and badly planned to me.
Mercedes:
I can only assume I missed the bit where something happened.
RBR:
Went smoothly, looked good and people actually said stuff in the interviews. Newey offered genuine insight and both drivers were funny and human. Easily the best launch, even though there seemed to be an in-joke to see who could say the word 'Infiniti' the most. Apparently RBR have a new title sponsor.
I don't get why most of the teams do it like this. Either plan and execute a presentation properly, or just publish a load of great photos online.