Ricciardo: "Idiots" behind F1 using crashes for social media strategy

Daniel Ricciardo has blasted the "idiots" behind Formula 1's social media strategy in exploiting crashes as part of their bid to attract fan interest.

Ricciardo: "Idiots" behind F1 using crashes for social media strategy

The McLaren driver believes the championship needs to reconsider its attitude to crashes, feeling that too much effort is made in glorifying accidents rather than focusing on F1's other elements.

Last year, Ricciardo spoke to F1 chiefs to voice his displeasure at the way that they had repeatedly played repeats of Romain Grosjean's fiery accident in Bahrain during a red flag period in the race. 

Read Also:

Now, in an interview with UK lifestyle magazine Square Mile, Ricciardo says he believes F1 has continued to overstep the mark.

"I think last year, F1 put on their social channels, like, 'top 10 moments of the year' or something, and eight of the ten were crashes," he said.

"I was just like, you guys are fucking idiots. Maybe 12-year-old kids want to see that kind of content, and that's cool because they don't know any better, but we're not kids. Just do better, guys. Do better than that."

Ricciardo has sensed a changing dynamic within the sport of things being spun up for public consumption, something which he says has definitely happened with the Netflix Drive to Survive documentary series.

"I think the first season of Drive To Survive was awesome," he said. "I spend some time in the States, and I noticed it literally from one trip to the next.

Daniel Ricciardo, McLaren MCL35M

Daniel Ricciardo, McLaren MCL35M

Photo by: Mark Sutton / Motorsport Images

"It was the first time I started being recognised and people referencing that TV series. So it certainly did us wonders, even – not to talk social media – but numbers on social media went nuts. It did a lot for us and the sport.

"I mean the second season, there were some episodes or parts where I feel they forced it a little bit.

"They tried to create a bit of a rivalry between me and [Carlos] Sainz and it wasn't really there. Like, he's no more a rival than anyone else. There wasn't any personal grudge with him, but I think [Netflix] wanted something, so a lot of questions led with asking about Carlos.

"Maybe no one noticed, but for me, I was like, he's fine. I've probably got other guys that I dislike, you know, as opposed to Carlos… I mean, he dresses like a 60 year old, but otherwise he's alright."

Ricciardo said F1 had taken on board his concerns about the Grosjean footage last year during a lengthy chat he had with F1's director of marketing and communications Ellie Norman in Bahrain.

"I think she was very understanding and appreciative, and I think also accepted my concerns as well," he said at the time.

"She didn't push back, I think she was trying to listen and learn as well, how they could maybe do things differently. But she also talked me through the reasons why they broadcast what they did."

shares
comments
Verstappen exclusive: Why lack of car-racing titles won't hurt Red Bull's ace
Previous article

Verstappen exclusive: Why lack of car-racing titles won't hurt Red Bull's ace

Next article

Mercedes reshuffles F1 technical team, Allison promoted to CTO

Mercedes reshuffles F1 technical team, Allison promoted to CTO
The forgettable final car of a former F1 giant that gave Damon Hill his start Plus

The forgettable final car of a former F1 giant that gave Damon Hill his start

While it launched the F1 career 
of a future world champion, STUART CODLING recalls that the BT60 was also the final nail in the coffin of a once-great marque 30 years ago. Here is its story

How departing F1 boss Brawn views F1’s new rules - and the future Plus

How departing F1 boss Brawn views F1’s new rules - and the future

Multiple-title-winning designer and team boss Ross Brawn is finally leaving Formula 1 after nearly 50 years in motorsport. But he still has plenty of insights on what’s working and what comes next, as he revealed to Autosport in a far-reaching exclusive interview in Abu Dhabi

Formula 1
Dec 2, 2022
The key F1 management call Ferrari must make to avoid more defeat Plus

The key F1 management call Ferrari must make to avoid more defeat

OPINION: Mattia Binotto’s departure from Ferrari will naturally bring a range of changes across the Formula 1 team. But how the changes shape up and the impact they could have is set to be dictated by a key direction Ferrari’s top dogs will need to pick

Formula 1
Nov 30, 2022
The difference between Mercedes’ stumble and the fall of F1 giants Plus

The difference between Mercedes’ stumble and the fall of F1 giants

OPINION: Mercedes endured its worst season of the hybrid Formula 1 era, but was mercifully spared its first winless campaign in over a decade late on. It has owned up to the mistakes it made which led to its troubled W13. And while its task to return to title-challenging contention is not small, its 2022 season seems more like a blip than the beginning of a downward spiral.

Formula 1
Nov 29, 2022
The physical focus bringing out the best of an F1 midfield star Plus

The physical focus bringing out the best of an F1 midfield star

Esteban Ocon likes to point out he’s the first driver since Lewis Hamilton to emerge from a spell as Fernando Alonso’s team-mate with a superior overall points record. While some may disagree, as LUKE SMITH discovered, the 2021 Hungarian GP winner reckons it’s not just luck which has made him France’s pre-eminent Formula 1 driver of the moment…

Formula 1
Nov 28, 2022
How Red Bull's dynamic leader shaped its F1 philosophy Plus

How Red Bull's dynamic leader shaped its F1 philosophy

The death of Dietrich Mateschitz last month has not only deprived Red Bull of its visionary founder, it has shorn Formula 1 of one of its most influential benefactors. Mateschitz himself was famously media-shy, preferring to let the brand do the talking on his behalf. And, while it’s now normal to speak of Red Bull F1 titles and champions made, Mateschitz never assumed it would be easy or even possible – as ANTHONY ROWLINSON discovered during this previously unpublished interview from 2006…

Formula 1
Nov 27, 2022
Can Mercedes break Formula 1's cycle of doom? Plus

Can Mercedes break Formula 1's cycle of doom?

OPINION: Teams that have dominated for long periods throughout Formula 1's history often take years to get back to the top of the tree once they've slipped down. But it remains to be seen whether the same will happen to Mercedes after a challenging 2022 season

Formula 1
Nov 24, 2022
What hurt Perez most in his ill-fated fight for second in Abu Dhabi Plus

What hurt Perez most in his ill-fated fight for second in Abu Dhabi

Arguably the favourite in the battle to finish second best in 2022's Formula 1 standings, Sergio Perez's two-stop strategy at Abu Dhabi couldn't take him ahead of Charles Leclerc when the music stopped - and several key factors ultimately precluded him from the much-coveted runner-up spot

Formula 1
Nov 23, 2022