It would be SO EASY to shoot down this in a massive blaze of gasoline cynicism… I won’t. You thought I would, didn’t you? Yeah, you did! Fess up! Anyway, before you think I’m talking to myself, read this:
“Honda’s 2007 F1 car will feature no commercial logos at all, replacing them with a giant image of the Earth. It is an approach that is certain to rewrite the rule book in terms of sponsorship and communication, while drawing attention to one of the greatest challenges facing the world â€“ climate change and environmental responsibility.”
In other words, Honda is going to burn insane amounts of fossil fuel running around a track, burn even massively more on flying the cars around Earth, only to remind us that it’s getting warmer out there???
Why, that is absolutely and totally……… BRILLIANT!
You have to see good where there is good. This is comparable to bored silicone wives who do charity events – in the end, when you manage to see past the lipo/botox, gold nails and Gucci dog collars, the nip-and-tuckers actually do charity. And charity is good, no matter how you twist and turn in your jealous petty rage.
F1 is not just the decadent billion-dollar pinnacle of motorsport excess, it is also about the widest finest forum of the world. What place could be better suited to take a bold stand for a good cause; a cause that is truly global? Honda is forsaking a completely ridiculous amount of Yens in sponsorship money to raise awareness, and I for one commend and applaud and go nuts with goodwill towards Honda.
Obviously, this is a masterful PR victory of sensational scope. Call it a smokescreen if you will, but I’m willing to bet that Toyota [also in F1, but renowned for their hybrid cars] is chewing the meat off their fingers right now. See, the future is green, and as long as people first and foremost associate Honda with green, Dicaprio can run around in his Toyota Prius as much as he wants; Honda has the edge. Bravo!
See you in Albert Park.