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Siemens wanted to capitalise on their sponsorship of the McLaren F1 racing team and create greater awareness of their brand and corporate endline, "BE INSPIRED"

We chose not to use the cliche of racing car and driver footage, preferring instead the people behind McLaren's F1 success; Ron Dennis and Adrian Newey.
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Ron Plays Golf 30" TVC:
Ron Dennis has made McLaren into one of the most successful Formula 1 racing teams in the history of the sport. Occasionally he plays golf, but he never stops thinking about success.
Adrian Goes Fishing 30" TVC:
Adrian Newey is one of the most successful designers in Formula 1 racing. Here, we wanted to show that even when he takes time off, he's still inspired by winning.
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