Artistic Stuff

The Sneakiest Design Ever!

 Man, I have never gone this long without posting something. Yes, there’s been a lot going on and since I’m now freelancing and back living in the western hemisphere, my schedule is all out of whack. But I’m ready to get back to my normal blog schedule and writing about what’s been going on in advertising and design. I will say this though – lately, I’ve been pretty bored with everything that I’ve been seeing. Anyone else feel this way?
But this caught my attention and is anything but boring.
Imagine yourself as a major sponsor of the biggest and most successful Formula One racing team. Your identity and brand is intertwined with the race team and to some extent Formula One itself. You are in negotiations to financially sponsor this race team for the next five years and are willing to pay about $1 billion to do so. Unfortunately for you, the European Union is set to pass a ban on cigarette advertising and your company manufactures and globally markets cigarettes.
The law goes something like this: The Tobacco Advertising Directive: Passed by the European Parliament and Council in 2003 (see:IP/02/1788), the Directive bans tobacco advertising in the print media, on radio and over the internet. It also prohibits tobacco sponsorship of cross-border cultural and sporting events. The best I can tell is that this went into effect in 2005. Right around the same time as your contract negotiations.

Obviously, Formula One qualifies as a cross-border cultural and sporting event, but you go forward with your sponsorship anyway. And you state that the race team’s Ferraris would simply not carry your brand’s logo where there was this ban in place. Got all that?
This is exactly what has been happening with Marlboro. They’ve spent a ton of money to sponsor Ferrari’s Formula One team without being able to brand the cars under this sponsorship. Basically, the Ferrari’s appear to have no major sponsorship when raced in the EU. End of story? Not exactly.
In January, Ferrari presented the new Scuderia Marlboro F1 single-seater. (Ferrari is the only Formula One team with a tobacco brand in its formal title, Scuderia Ferrari Marlboro.) At first glance the car is void of major sponsorship per the rules and has gone relatively unnoticed over the last four months. Now, however, 4 races into the year, the EU portion of the Formula One season is about to begin in Spain and the car’s livery is in the spotlight due to the team’s unique solution to the ban on advertsing.

 The livery (paint job) features a predominately red car with a number of associate sponsor logos; Shell Gasoline, Ferrari itself, Bridgestone and a few others. The most striking aspect of this design and the subject of this article is a red, black and white barcode-like design on the canopy of the vehicle, as well as on the uniforms of drivers Fernando Alonso and Felipa Massa. Up close it just looks like a cool aesthetic touch but from a distance (and possibly even more clearly when moving 200 mph) it appears to resemble the packaging of a certain cigarette manufacturer. Can you guess which one?

The EU authorities are not amused. According to the Times (UK), “Yesterday a spokesman for the European Public Health Commissioner said he thought that Marlboro’s approach constituted potential subliminal marketing. He urged the Spanish and British governments to ascertain whether the world’s second-biggest tobacco company might be in breach of the law.” Now, I think they may have their terms incorrect. I don’t think it’s technically a subliminal thing at all. It’s more like an optical illusion, but it’s hard to deny the intent of the manufacturue and racing team to skirt the law for the upcoming Spanish Grand Prix and for this summer’s British Grand Prix.

This quote comes from the Times as well: John Britton, a Fellow of the Royal College of Physicians and director of its tobacco advisory group, said: “The bar code looks like the bottom half of a packet of Marlboro cigarettes. I was stunned when I saw it. This is pushing at the limits…” But true to form, Marlboro is denying these claims. Philip Morris said: “We are confident that our relationship with Ferrari does not violate the UK 2002 Tobacco Advertising and Promotion Act. The Formula One Grand Prix in the UK does not involve any race cars, team apparel, equipment or track signage carrying tobacco product branding. The same is true for all other Formula One races across the world.”

Hippie Cars & the Magic Bus

 I received several positive emails about the first Hippie Bus Post and thought it would be fun to do a sort of follow up post. I love everything colorful, trippy and psychedelic, and these buses definitely fall under that category!
I don’t own one yet but once I do, I plan on tricking out the inside with old-school hippie style decorations and oversized gypsy pillows! I imagine driving along the coast with the windows open on a cool spring morning. Maybe pulling over onto a remote beach to lounge in the back while watching the sunrise.