Today's fat copy of Beijing News (xinjing bao) is phatter than usual. The newspaper includes a glossy, full color, 20-page insert entirely dedicated to the Formula 1 season, which starts this coming weekend in
Australia.

Chinese media are starting to build up the hype that will lead the Formula 1 circus to China (in Shanghai on September 26) for the first time in the history of the competition.

The Beijing News insert -- titled 'Fast Feeling 2004' -- features a comprehensive package of articles, photos, technical comments and descriptions of cars, drivers and race tracks.

A total of three pages was dedicated to the brand new Shanghai circuit. Designed by the renowned German architecture studio Tilke, the Shanghai International Racing Circuit boasts the longest racing track in the world: 5,451 m. It cost investors 300 million USD, making it the most expensive racing track in the world.

The opportunity to place a dumbass advert in the Formula 1 insert couldn't possibly be missed by one of the many real estate companies raising architectural and advertising havoc in Beijing.

'Beijing New Gateway' came out with this really unpredictable and inventive ad, whose primary copy reads: 'A Different Formula' although the English translation in the ad itself is actually wrong...

According to the ad, the 'different formula' consists of providing a new and convenient lifestyle in the heart of - check this out - West Beijing. Considering the maddening traffic of the capital, even driving a F1 car
wouldn't get you from there to anywhere you want to be in less than 1 hour.

- Mauro Marescialli