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The sport of Formula One has been in the news lately with its controversial move from being exclusively shown on terrestrial channel BBC One to sharing the races with paid-for broadcaster BSkyB in a deal worth a total of £60 million. The sport is now is in the news for another, more positive reason, however. Formula One has always been noted for its ingenious advertising ideas, however, one teenage F1 fan has proposed a unique deal with Mercedes which has been accepted. In return for paying £35,000 for his prosthetic hand, teenager Matthew James has allowed Mercedes to host adverts on it. Born without his left hand, brave Matthew sent a letter to Ross Brawn, chief of F1 team Mercedes GP Petronas, with the bold request. Mercedes were so touched by Matthew’s request that they agreed to help and partnered up with Touch Bionics to create Matthew’s customised i-LIMB Pulse – the most advanced prosthetic limb in the world. The limb is made from a high-grade plastic, and two electrodes detect electrical impulses made by the muscles in Matthew’s arm. The new hand allows Matthew to hold a pen, catch a ball and tie his shoelaces. An individual motor powers each finger, allowing independent movement. What’s more, the hand is fitted with Bluetooth technology so that it can be connected to a computer to monitor the speed and strength of the movements. Although this new advertising idea is unlikely to sell many of the new Mercedes-Benz SL or new Mercedes A Class, this touching story will only have positive effect on the car dealer’s reputation. Please continue reading here: new Mercedes-Benz SL
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