Martini's branding has been "synonymous" with Formula 1 since "as far back" as '72, according to Tony Connelly of THE DRUM. Now, the brand looks to be channeling "some of the dated attitudes from that era" after announcing the return of its trackside billboard featuring model Jessiqa Pace. Martini "has not shied away from leveraging this aspect of the sport throughout its marketing." The Bacardi-owned brand "generated widespread media attention" for its billboard at the 2009 Monaco Grand Prix, with several publications reporting that the image of model Jessiqa Pace "had distracted the drivers and even caused Lewis Hamilton to lose control of his car." Jenson Button helped "accentuate the value of the ad" when he said, "Every time you passed her, it was as though she was looking right at you." Martini Global Brand Dir Caroline Hipperson said, "Bringing Jessiqa back is our way of injecting some fun and glamour into the sport and creating memorable moments for fans" (THE DRUM, 5/24). In London, Robert Cottingham reported Pace "has returned to the scene of the crime," though this time she will be "kept out of the eye-line" of drivers. Instead, Martini has placed the advertisement featuring the California-born model on Monaco's "busiest heliport" so that her image can "greet fans arriving at the race via helicopter." Felipe Massa, who drove for Ferrari in '09, added, "Every time you passed into that corner you had this beautiful woman looking at you" (DAILY MAIL, 5/25).