F1 drivers are contractually obliged to take part in various PR exercises for the team sponsors. It is certainly not a pleasant part of their job, but for them it is mostly a harmless proposition. For F1 legend Lewis Hamilton in 2008, however, it turned out to be a fiasco. He was then a McLaren driver who was in his second season in F1.
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Hamilton took part in one of the PR exercises for Vodafone, the then title sponsor of McLaren. Before the 2008 Turkish Grand Prix, the young sensation starred in a stage show depicting the Greek Battle of Troy. Lewis wore his McLaren racing suit, put on a harness, and descended from the ceiling, supposedly playing the role of the Greek god Apollo, before climbing back up to the ceiling.
While it served the sponsor, Hamilton’s image has certainly suffered a blow. The media and fans made fun of the terrifying stunt; Hamilton himself agreed with this opinion.
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SAO PAULO, BRAZIL – OCTOBER 18: Lewis Hamilton from Great Britain and McLaren Mercedes appear at the drivers press conference during previews before the Brazilian Formula 1 Grand Prix at the Autodromo Interlagos on October 18, 2007 in Sao Paulo, Brazil. (Photo by Mark Thompson / Getty Images)
That was really not cool: Lewis Hamilton
The Brit had an impressive 2007 F1 season with the Mclaren team. As a rookie, he broke almost every record he had in sight and finished second in the drivers’ standings, just behind Kimi Räikkönen. Before the 2008 Turkey GP, he led the field with two wins under his helmet.
The disappointment with this PR stunt certainly didn’t help Hamilton’s image. “In the pantheon of ridiculous publicity stunts, it can be one of the greatest. In his racing suit with his logo, he looked less like a majestic Apollo, but more like a cross between Peter Pan and an astronaut, ”wrote the Times in its column, as reported by Autosport.
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Lewis Hamilton certainly wasn’t happy with how this show turned out in the end. He regrets the decision to attend. “I really didn’t think that was cool,” said Hamilton.
“I just showed up and carried on as I was told. Now I’ve seen the footage, and it’s one of the worst things I’ve ever seen. At the end of the day I have a cool image and that doesn’t help, ”added the Briton.
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Hamilton was then a 22-year-old driver who was recently exposed to the major leagues. The stage show didn’t help him build his personality, but the 7 titles that follow certainly did. After the recent disappointment in the 2021 F1 final, fans expect him to return in 2022.
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