Patrick Dempsey — aka McDreamy on Gray’s Anatomy, if I’m not mistaken (I am too lazy even to Google it) — is set to produce a documentary about his competing in the greatest race of them all, Le Mans.
The four-part series will air on the new Velocity network in mid-2013, according to a report at ESPN.
A little more:
“Road to Le Mans,” set to air by mid-2013, will include his team’s preparation for the event, including sponsor acquisition, training and time trials, and the race itself.
Dempsey, a documentary buff, said combining the series and the art of racing is a “perfect fit.”
For the fledgling, 6-month-old Velocity, “Road to Le Mans” represents its biggest financial commitment yet to a series or a special, said Bob Scanlon, the channel’s general manager and senior vice president.
Velocity is part of Discovery Communications, which was to announce its channels’ upcoming programming Thursday in New York for advertisers. Formerly HD Theater, Velocity reaches about 40 million homes and focuses on topics including cars, sports, adventure and travel.
Dempsey, who has driven at Le Mans before, exemplifies the “timeless cool” that is part of the channel’s brand as it targets a male, upscale audience, Scanlon said.
The actor also can bring racing’s drama to a new generation, he said, following in the tradition of other stars who competed on film and in real life, including Paul Newman (“Winning”), James Garner (“Grand Prix”) and Steve McQueen (“Le Mans”).
The mix, however, creates a burden of proof that an actor isn’t merely a dilettante driver.
“You have people who are skeptical, who are looking for any mistake to make that the story, rather than the small things you’ve done successfully,” Dempsey said.
This is the way that motorsports reach a new or expanded audience. Yes, Velocity is not a major network, but it can draw viewers in on the twin interest of the sport and Dempsey, himself.
Formula 1 could use some out-of-the-box marketing ideas like that. How about a reality show of Kimi and Heikki playing golf and driving motorboats?