Formula 1 is a decade long passion of mine that leaves me torn between fascination and cynicism (which also surfaced in my BA thesis entitled ‘Formula 1 - Myth & Construction’). Basically the series is a strong contender for the title as the most corporate-infiltrated, environmentally taxing, not to mention costliest, ’sport’ ever…

… but why should should that prevent them from going green in terms of marketing?

The Honda F1 Team has opted for a radically different approach to sponsorship (in response to the dismal outcome of their hunt for a new title sponsor, some say). By pledging to make a concrete effort save the planet, you can get a pixel of Honda’s new globe shaped livery. Take a look for yourself: http://www.myearthdream.com/

On one hand, I can’t help but be impressed by this step in a sport whose main source of sponsorship for years has been the tobacco industry. Promoting evironmental awareness is good, right? On the other, my views correspond with the ones expressed in this article “Honda’s new F1 “Earth Car” just another polluting monster“, which expertly (and hilariously) explains exactly how hypocritical the ‘Earth Car’ is.

Oh and before I forget: I suppose I should give a formal introduction of myself: My name is Christiane Bjerglund, I study Film & Media, and I’m Actics’s new research assistant.