Archief - FIA Formule 1 - seizoen 2012 - 6 Champs, One WorldCup

McLaren races into animation


Formula 1 racing team McLaren is moving into TV production after launching an animation division, and will air its first toon ahead of the British Grand Prix this weekend.

Tooned

McLaren Animation is a joint venture between the UK-based McLaren Group and visual effects studio Framestore, whose credits include Avatar and the Harry Potter movie franchise.

McLaren’s first production, Tooned, is a CGI series featuring animated versions of past Formula 1 world champions and current McLaren drivers Lewis Hamilton and Jenson Button.

The pair lend their voices to the animation, which also features the voice of comedian Alexander Armstrong (Life Begins, Peppa Pig) as Professor Q, who runs a top secret testing lab within McLaren Technology Centre.

Twelve three-minute episodes will be produced, one for each remaining race in the 2012 Formula 1 calendar, with a full run of 20 episodes to be produced next season.

The first episode, called Wheel Nuts, highlights the competitive nature of the two drivers when they are asked to test drive a new car. It will premiere on satcaster BSkyB’s dedicated Sky Sports Formula 1 channel this Sunday before the British Grand Prix.
Tooned

Tooned

McLaren also has ambitions to produce longer-running episodes, and Ron Dennis, exec chairman of McLaren Group, said the firm also hopes to make a feature film.

The cartoon is designed for viewers of all ages, although with an aim to draw more younger fans to Formula 1 and the McLaren brand. McLaren also hopes the production will help the racing team to shed its “cold and grey” reputation, Dennis said.

“This is something refreshing,” he said. “This is designed to make people smile at all age groups. I hope there aren’t too many people that get cynical about it. This is about changing the face of McLaren and putting the lighter side of McLaren that’s not usually perceived.”
Tooned

John Allert, group brand director for McLaren Marketing, told C21 the existing McLaren team, including Dennis, had been in charge of developing its animation division, though it is also in talks with potential partners to take the format around the world.

“We’re looking at how we man and run the business going forward,” he said. “It’s been a 28-hour day to get it off the ground. We’re open-minded and in discussions with a number of potential partners in terms of the programme format.

“We’re fairly determined to walk before we run and we want to use the British marketplace as a ground for getting it right. We’re not in a rush to sign up to a distributor but we would be crazy not to want it to be a global proposition. In terms of TV and digital, we’re talking to the right kinds of partners rather than the ones that come along first.”