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
Load comments

About this article

Series Formula 1
Drivers Daniel Ricciardo
Author Jonathan Noble
How long can F1 2021's brewing title battle stay clean? Plus

How long can F1 2021's brewing title battle stay clean?

Lewis Hamilton and Max Verstappen have been evenly matched so far in the 2021 Formula 1 title race. Neither has been afraid to get aggressive against each other on track, teeing up an enthralling contest as the year unwinds. But is their rivalry destined to end in broken shards of carbon fibre?

What the Spain result tells F1 about the next phase of the Mercedes/Red Bull title fight Plus

What the Spain result tells F1 about the next phase of the Mercedes/Red Bull title fight

OPINION: Lewis Hamilton and Mercedes have recovered from their pre-season woes to take three wins from the opening four races of 2021. But each time Red Bull and Max Verstappen have pushed them hard. So, what clues did the latest round of that battle – the Spanish Grand Prix – tease about the next stage of the season?

Formula 1
May 12, 2021
How Brabham’s one-hit wonder was boxed into a corner Plus

How Brabham’s one-hit wonder was boxed into a corner

The Brabham BT46B raced once, won once, then vanished – or did it? STUART CODLING reveals the story of the car which was never actually banned…

Formula 1
May 11, 2021
The changes Barcelona needs to provide a modern-day F1 spectacle Plus

The changes Barcelona needs to provide a modern-day F1 spectacle

Formula 1’s visits to Circuit de Barcelona-Catalunya over recent years have been met with familiar criticisms despite tweaks here and there to the track to improve racing. With the 2021 Spanish Grand Prix largely going the same way, proper solutions need to be followed to achieve F1’s wider targets

Formula 1
May 10, 2021
Spanish Grand Prix Driver Ratings Plus

Spanish Grand Prix Driver Ratings

Often described as Formula 1's laboratory, the Circuit de Catalunya-Barcelona gave the clearest demonstration yet of the pecking order in 2021. And it's the key discrepancies from that order which illuminate who is excelling, and who needs to hit the reset button

Formula 1
May 10, 2021
How Red Bull’s deja vu set Hamilton on the winning path in Spain Plus

How Red Bull’s deja vu set Hamilton on the winning path in Spain

An aggressive first corner move from Max Verstappen appeared to have set the Red Bull driver on course for victory in the Spanish Grand Prix. But canny strategy from Mercedes - combined with the absence of Red Bull's number two from the lead group - allowed Lewis Hamilton to pull off a demoralising reversal

Formula 1
May 10, 2021
The toe-in-water origins of Lotus’s groundbreaking F1 journey Plus

The toe-in-water origins of Lotus’s groundbreaking F1 journey

In the first part of our history of Lotus, DAMIEN SMITH recalls how Formula 1 wasn’t an immediate priority for team founder Colin Chapman – but once he got a taste for it he just couldn’t stop…

Formula 1
May 9, 2021
How Hamilton’s qualifying record compares to Senna and Schumacher Plus

How Hamilton’s qualifying record compares to Senna and Schumacher

Lewis Hamilton has just become the first driver to record 100 world championship Formula 1 pole positions. Time to revisit a debate we discussed when he reached 150 front row starts in 2020.

Formula 1
May 8, 2021