Greener Than A Speeding Prius.
Marketing's bad reputation often stems from corporate defence of the indefencible, so how would you expect a motor racing team to stress its green credentials?
Well Honda are doing so by ditching all on-car sponsorship, replacing racing livery with an image of the world and seeking to offset the $100 million of lost sponsorship by way of a licensing website.
Owing just a little to the million dollar webpage, it goes live on February 27 and will be the hub where Honda and its partners can promote their association with this new approach and where anyone can sponsor a pixel.
Greenwash or sincere initiative? Who knows? But since I've never been a fan of the mobile billboard school of sponsorship, I can't criticise them for being different.