Vodafone launched a campaign to capitalise and make the Vodafone McLaren Mercedes F1 team sponsorship appealing in Spain.Since the Spanish racing fans support the Spanish driver Fernando Alonso and Lewis Hamilton runs in the Vodafone McLaren Mercedes Team, it was very hard to find a positive connection with the fans.

So we decided to accept the role of 'bad guys' and launched the concept of 'Blessed Bad Guys' because 'In films, the better the bad guy, the better the film'. Because someone had to add excitement to Formula 1 racing.