McLaren `Tooned` on rear wing in 2013. Why ?

[Wh00sher]

I see McLaren are still carrying the large `Tooned` logo on their rear wing. Last year, they were using it to promote the animated series, no quite sure why really, but some were OK.

If there was some large marketing plan behind it, I could understand it, but such prime real-estate for an animation series ??

Even going to their main site http://www.mclaren.com/formula1/team/tooned/ sheds no more light on it. Last updated in November last year !
"Posted on Wednesday, 14 Nov 2012 13:14 (GMT)

In 2012, hit animation series Tooned arrived onto our screens, with off-track antics in abundance back at McLaren HQ in these 12 animated episodes. There were adventures abound as Professor M put the boys to the test in and around the McLaren Technology Centre.

And in 2013, Tooned is back! Watch this space for more information..."


No new video clips, no obvious marketing plan. I just don`t understand what they are trying to achieve and why sacrificing that advertising space for `Tooned` makes any sense at all.

[spunkytherabbit]

The general thinking, although nobody would admit it, is that a large empty space on a high profile car like a Mclaren means the price of advertising on it drops as that space is no longer at a premium. Better to fill the space with a nothing than there really be nothing there.

[London424]

They've filmed more of them and I think they will start again this weekend.

[Scuffers]

London424 said:

They've filmed more of them and I think they will start again this weekend.

I wonder if it will include Button abusing Perez?

[FWDRacer]

A small cartoon Jack Russell dog named "Chicco" biting at his ankles

[CocoUK]

I do recall reading that Tooned returns with the European circuits, I'm genuinely looking forward to it!

[belleair302]

McLaren are having issues 'attracting' Partners as are all of the F1 teams so they fill the space which is better than leaving it blank.....Mercedes, Lotus etc....

[StevieBee]

I believe there is a little more 'corporate' reasoning behind this. The Tooned series was produced in house by a division called McLaren Animation to showcase the computer and rendering capacity their systems offer which have applications beyond automotive which they are trying to sell into other sectors - aerospace, crime detection, etc. Animation sucks up very considerable computing capacity and is a good and highly visible way to demonstrate this.

Whether the 'Tooned' brand fits with their objective or target market is another matter of course but I think you'll find this is the basic background to it.

[Murph7355]

belleair302 said:

McLaren are having issues 'attracting' Partners as are all of the F1 teams so they fill the space which is better than leaving it blank.....Mercedes, Lotus etc....

Why wouldn't they just put their own name and logo there, now they sell road cars?

[weyland yutani]

I think in part its due to lack of sponsors eager to invest in F1.

I've regarded McLaren as very corporate and bland for a long time, Tooned has helped lighten up their image a little at least so it does have some value.

[lbc]

Murph7355 said:

now they sell road cars?

How many have been sold this year compared to previous years?

[anonymous-user]

Maybe they are trying to promote tooned because in the future they will bring out stand alone episodes, films, toys, merchandise etc. I dont know, just a guess really.

[007 VXR]

Could it be abit of clever marketing to get the brand in to kids minds ?