I’ve written before about the media conscious staging of F1 GP race press conferences, where some of the drivers undo the tops of their race overalls and put on a clean new jacket with cardboard insertions that make the sponsor logos flatter and more obvious to the cameras.
Another of their marketing tricks is to regularly touch their faces, scratch their heads, or rest their head on their hands in order to display their sponsors’ watches. You can see it with deliberate regularity – every 30 seconds at least. They’re been briefed.
In these photos from the 2008 Turkish F1 Qualifying press conference, Felipe Massa and Lewis Hamilton display their watches. Heikki Kovalainen didn’t seem to have a watch on and did not touch his face throughout the interview. Coincidence? I don’t think so!