The McLaren Group is making the move into CGI animation - revealing a new dedicated company.
McLaren Animation's first production - Tooned - is a CGI animated series which has been targeted to generate new levels of audience engagement and brand loyalty.
It features McLaren's two Formula 1 World Champions, Lewis Hamilton and Jenson Button, who both voiced their own characters, as well as comedian Alexander Armstrong.
The series debuted on Sky Sports F1 earlier this month, coinciding with the British Grand Prix.
McLaren Animation is a joint venture launched in partnership with Oscar winning visual effects and animation studio Framestore.
"Tooned offers a unique platform for McLaren and its partners to achieve exposure to a wider audience, as well as to integrate brand measaging in a format of a high octane sport no known for an ability to laugh at itself," said John Allert, group brand director at McLaren Marketing.
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