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The Enduring World of Ayrton Senna
Senna Brands is a Brazilian company created by the family of the threetime F1 world champion to manage and maximize the assets of the Ayrton Senna, Senna and Senninha brands, which are inspired by the driver’s legacy and achievements. Part of the revenue obtained from the licensing of these brands is destined to support the Ayrton Senna Institute’s educational programs. Ayrton Senna is considered one of the best drivers of all time. Three-time Formula 1 champion, “Magic Senna” pushed his limits at every circuit, with absolute passion and resourcefulness. He is one of three Formula One drivers from Brazil to win the World Championship and won 41 Grand Prix and 65 pole positions, with the latter being the record until 2006. He died in an accident leading the 1994 San Marino Grand Prix driving for the Williams team. More than a champion, he became a symbol of overcoming difficulties. In a country with historically unequal socio-economic conditions, Senna delivered dignity and pride to millions of Brazilians who watched him with their families on Sundays. In research, Ayrton Senna achieved 96.1% awareness amongst Brazilian Internet users aged 16 or over. Senna stands out at the top among all athletes assessed in the survey, above Neymar and a percentage point from Pelé, reaching 2nd place. This result is even more impressive when compared to the other athletes evaluated in the survey. Considering only male athletes, the average knowledge was 76.9%, about twenty percentage points less than Senna.
The Senna image has been associated with a wide range of products and and is described as a mix of boldness, unwavering determination and style. Brand partnerships tend to target individuals aged between 35 and 50. The partnership between Ayrton Senna and the Swiss brand TAG Heuer is almost 30 years old. Senna was the face of the first “Don’t Crack Under Pressure” campaign by the renowned watch manufacturer in 1991, just a year after creating the Senna brand. Several watches inspired by the pilot were released and the partnership remains current and will have a new release in November 2021. Among the greatest quotes that Ayrton Senna left as a legacy of his total commitment into the pursuit of victory and perfection, one is emblematic: “You commit yourself to such a level where there is no compromise. You give everything you have; everything, absolutely everything”. And this famous quote was mentioned during the presentation of the newest McLaren’s sport supercar: the McLaren Senna. This new car comes with a McLaren Automotive supercar recipe, founded in 2010. Ultra-lightweight construction with a carbon fiber chassis features a 4.0-liter McLaren V8 engine with 789 bhp, the fastest McLaren ever made in its history. 500 units were produced, and the price is 750,000 pounds. The car was designed and developed with a single goal: to become the best McLaren designed for the streets with the best concept coming from the tracks. The new LEGO Technic McLaren Senna GTR is the result of a partnership between McLaren Automotive and the LEGO group and honors the Brazilian driver who won his world titles in 1988, 1990 and 1991. McLaren Senna also illustrates the cover of the Forza Horizon 4 game. Mongrip and Senna brand launched a limited edition of bracelets from an original tire used by Ayrton Senna during legendary F1 Grand Prix at Donington Park. The limited edition bracelet is made with straps from a McLaren MP4/8 tire, the car
with which Ayrton Senna won the legendary race. The collection consists of 161 bracelets, a quantity chosen to represent the amount of GPS touched by the driver in Formula 1 In addition, Ducati, in a partnership with the Senna brand, made a special motorcycle in honor of the Brazilian idol. The Ducatis sold at R$100 thousand. In a deal between Netflix and the Senna family, an eight-episode miniseries based on the life of the Brazilian driver depicts the man who became a national hero and conquered the world. The project will give fans the chance to cross the finish line not with Senna, but with Beco or Becão, the driver’s affectionate nicknames among friends and family. The eight-episode minise-
ries, which will be shot in English and Brazilian Portuguese, is set to launch in 2023. Beyond the Senna Brand, the Ayrton Senna brand, which launched in 1993, is a reinterpretation of the signature of Senna. Even before it was launched, it was already used to sign products. Work has focused on the milestones of Senna’s career, the legacy he left and his values. Activities include editorial, audiovisual actions, exhibitions, events, campaigns, social media, collectives, apparel and memorabilia. In terms of licensing partnerships, Gasly, in conjunction with the Senna family, announced the launch of a 1:2 scale model, of Gasly’s special edition helmet worn at the 2020 F1 Imola GP in honor of his idol, Ayrton Senna. The model was created with the approval of the Senna family, whilst the original helmet will be auctioned, the 1:2 scale model can be purchased on Gasly’s official website in partnership with the Senna Foundation.
In addition, Codemasters and EA SPORTS introduced the seven iconic drivers who feature as part of the F1 2021 digital Deluxe content for My Team. The carefully crafted threetiered roster, which allows players to select an Icon from the start of the My Team game mode, features some of the greatest drivers to grace motorsport. Planeta DeAgostini made a replica of the car model that gave the driver his first F1 victory at the 1985 Portuguese GP - The Lotus Renault 97T. The modeling, based on the original car and drawings kept by Classic Team Lotus, is real in all the internal and external details, such as engine, cockpit, tires and finish. Product will be sold in several countries including Japan, Brazil, United States, United Kingdom, France, Spain, Germany, Italy, Portugal. Iron Studios, the first Brazilian manufacturer of high-end collectible figures, has already made several themed statues of Ayrton and British sculptor Paul Oz created a bronze statue of Senna depicting the Brazilian driver at the Spa Francorchamps circuit in Belgium, leaving Eau Rouge and entering the Radillion, both traditional F1 corners. In the statue, Senna is wearing the famous racing suit in which he won the 1991 title as a McLaren driver. Formula 1 fans celebrated the work of art on social media, which was exhibited at the Autosport International Show in Birmingham, England. Senna Brands also have a Senna Shop online selling official Senna products and there is also a kiosk at the Morumbi Shopping mall in São Paulo. A temporary shop experience with a concept store at the Villa Lobos shopping mall in São Paulo was also opened for a year.. In honor of Ayrton Senna, Moët & Chandon recreated in an exclusive limited edition of 41 pieces the iconic Jeroboam bottles of Moët & Chandon Impérial champagne that marked the 41 victories of the champion. Each of the 3-liter bottles is unique and has a silver medal indicating one of the 41 Grand Prix won by Senna, packaged in a wooden box with a certificate of authenticity. In 2015, to celebrate the return of Formula 1 to Mexico, the local Moët & Chandon organized a major event and auctioned 2 kits with a bottle and a replica of one of the driver’s helmets. As part of the celebrations for the
20 years of Ayrton Senna’s legacy, an exhibition of Vespa motorcycles was held, including one customized by Alan Mosca. The exhibition of this Vespa took place on June 10 at the Museu da Casa Brasileira, after that date, the motorcycle was taken to the Maremonti São Paulo restaurant, to Global Scooters and FNAC Paulista store. Throughout this period, a virtual auction was held, part of the sale of which was donated to the Institute. On the children’s side, Senna Brands have Senninha. Conceived and launched by Ayrton Senna on January 28, 1994, Senninha is an eight-year-old boy who loves speed and wants to be a Formula 1 pilot.Senninha is the realization of one of Ayrton’s dreams: to pass values to the younger generation through entertainment. The Senninha brand’s mission is to positively influence children, working their social-emotional and motor skills in a fun and playful way. In terms of partners, Senninha on the Crazy race is a preschool animation about the adventures of the F1 driver and his friends on the neighborhood racetrack. Thanks to Tracktrix, a machine created by one of the kids, they will live the most incredible experiences and face different challenges in new and extraordinary worlds like a Jurassic valley, a haunted castle, and a glacier. The first season comprises 13 x 15 minute episodes and seasons two and three are in production. The series is aired around the world and on GloboPlay. The animated short series Zupt with Senninha was shown on the children’s channel Discovery Kids and is currently on cultural television. There are 13 episodes lasting one minute. The aim of the series is to demonstrate values such as determination, respect, and collaboration for children Live Senninha includes stories and adventures for the kids, being a great entertainment opportunity for the whole family during this period when many people are at home. In terms of licensed products Styllbaby and Pakitoys have created licensed toys and bicycles, Schio and Malmann have food productions, Suzano and Jandaia have signed for stationery and school products, Kanechom are producing shampoo and hair care and Speed Park have a park in the centre of Sao Paulo with an electric Kart track for children inspired by the Senninha track. Similarly, Senninha Racing Day is a children’s race for children from 3 to 10 years old with different distances. The day involves over 2000 children.
Several tribute events and campaigns have also taken place. Dance of the Waters is a partnership between the Senna brand and Divinia Comedia. The 20 minute show comprised projections of images and water jets synchronized with music to tell the Senna story. In 2014, the 20th anniversary of Ayrton Senna’s passing, the Unidos da Tijuca Samba School paid a tribute to him as part of Rio’s Carnival. Further activations included Azul Airlines who covered one of their planes in honor of Senna and in 2015 Ayrton Senna’s helmet was given to driver Lewis Hamilton in honor of his achieving his 65th pole position, equalling Senna’s record. Further deals include a campaign in China with Honda China, an exhibition in Japan, a musical in Sao Paulo and Rio de Janeiro and a custom truck which appeared at a fair in Curitiba. AYRTON SENNA´S SQUARE: In São Paulo, near Ibirapuera Park, the most famous park in São Paulo, they built a square in honor of Ayrton Senna. They placed a sculpture, and it became a tourist spot for the city of fans around the world. On October 1, Nike and Corinthians unveil a never-before-seen collection honoring Ayrton Senna, including the team’s new third kit. The collection #LuteAtéSerEterno [fight until you’re eternal] is a tribute to the 30th anniversary of the driver’s first world title, which he won at Suzuka, in Japan. A few hours before the start of the most important sports event in the world, the World Cup, Nike unveiled an ad featuring the words of international idol Ayrton Senna da Silva. In the spot Chegue Lá (Get There). “Our country is living a unique moment. And we wanted Brazilians to reflect upon the words of a man who – more than most – understood that victory comes in many forms, and that you always have a shot at getting there.”, says Henry Rabello, Nike Brazil’s marketing VP. Amongst the many exhibitions and activations, with many attractions and tributes to Ayrton Senna, the Senna Day Festival, was held in 2019 at the Autódromo de Interlagos. “Senna Day” was a festival of sport, music and speed, guaranteeing a day of unforgettable experiences for the whole family. The event involved more than 15,000 people and 80 million people were impacted through campaigns. For more than 20 years, the Ayrton Senna Institute has been contributing to expand opportunities to children and young people through education. Their mission is to fully develop human beings, preparing them for the 21st century life in all its aspects. Driven by the will of the Formula 1 three-time champion Ayrton Senna of building a better Brazil, it acts in partnership with public administrators, teachers, researchers and other organizations to create educational policies and practices based on evidence. It is in a permanent innovation process, investigating new knowledge on an ongoing basis to face the challenges of an ever-changing world.
