Source: TheDrum
Martini’s branding is synonymous with Formula One – its marketing around the sport going as far back as 1972. Now the brand looks to be channelling some of the dated attitudes from that era after announcing the return of its track side billboard featuring model Jessiqa Pace.
Formula One has always been a playboy sport, and the glamorous girls have always been a regular sight at the events, but Martini’s ad with Jessiqa Pace was on another level, and even gained infamy when several publications reported after the 2009 Monaco Grand Prix that her image distracted drivers and even caused Lewis Hamilton to lose control of his car.
Jenson Button help accentuate the value of the ad when he remarked in an interview: “Every time you passed her, it was as though she was looking right at you.”
Now Martini has proudly announced that its ad starring Pace is returning to the most glamorous race on the F1 circuit.
“This year marks Martini’s return to Monaco since the historic incident,” said Caroline Hipperson, global brand director for the brand. “Bringing Jessiqa back is our way of injecting some fun and glamour into the sport and creating memorable moments for fans.”
Martini says this weekend at the Monaco race it will position the images of Pace “safely out of the eye-line of F1 drivers” and will instead “delight” racing fans flying in via helicopter with her face appearing on Monaco’s busiest heliport.
