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‘Challenge the impossible’ was the keystone for our launch messaging and film, allowing us to tell the story of Ayrton Senna’s enduring ethos, skill and attitude – the car in turn embodying everything he valued as a racer and engineering expert. Rare race footage with original commentary from the equally legendary Murray Walker and James Hunt made the tribute all the more poignant.
With the blessing of and help from the Ayrton Senna Institute, Formula One Administration Ltd, and BBC Sports Archives, our film first aired at the Geneva Motor Show, and is available to view on the McLaren website. All importantly, it also helped ensure every one of the limited-run £1.5m cars was sold in the week of launch.
