TOP OF THE POPS
From TV and film appearances to celeb endorsements, Ferrari’s reach is untouchable
WORDS GREG POTTS
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 F1 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 F1.