TOP OF THE POPS
From TV and film appearances to celeb endorsements, Ferrari’s reach is untouchable
Ask anyone in Maranello about marketing and they’ll tell you that Ferrari doesn’t ‘do’ traditional display advertising It’s true it does things differently Ferrari will claim F is all about developing tech for road use which is also true up to a point but really it’s the world’s most expensive ad campaign and a highly effective one if you can muscle your car to the sharp end of the grid Originally Enzo saw it differently only building road cars because he needed funds to feed his racing addiction but when your badge is as worshipped as Ferrari’s brand exposure reaches waaaaay beyond just F
And we’re not just talking about overpriced caps You’ll know the TV shows the Testarossa will forever be associated with Miami Vice despite Ferrari suing the producers for using a replica Daytona Spyder in earlier series and you can’t see an old GTS without imagining Tom Selleck at the wheel
It’s not just Eighties crimefighting dramas that have showcased the Prancing Horse product In film there was the GTS driven by Xenia Onatopp in Goldeneye the GT California Spyder that meets an unfortunate end in Ferris Bueller’s Day Off although that too was a replica and actual Michael Schumacher voicing a cartoon F in Pixar’s classic Cars Oh and last year it was announced that the GTB would appear in Fortnite Teenagers tell us it doesn’t get any more pop than that
Then there’s the celebrity endorsements From Nick Mason to Michael Jordan From Jay Kay to erm Paris Hilton Anyone who’s anyone wants to be papped in a Ferrari and it can’t be doing the brand any harm each time it happens