The Drum Awards Festival - Social Purpose

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By John McCarthy | Opinion editor

October 19, 2016 | 2 min read

Printer company Epson, in a bid to promote its new EcoTank printer, soaked three times FIA Formula One champion Lewis Hamilton, in (around) 400 litres of ink in a visual ad drive.

Created in collaboration with the Mercedes AMG Petronas F1 team, the slot from Citizen Films hits home the new product and the fact the company supports the race team with inkjet printers, scanners, 3LCD projectors and wearables, including smart glasses.

Hamilton said: “During the course of each season, I get to take part in some pretty interesting projects through our work with the team’s partners, however I can say with some certainty that this is one of the more unusual.

“The shoot with Epson for the EcoTank printer was a lot of fun; I always enjoy doing something a bit different and going out of my comfort zone. Having 400 litres of ink thrown at me was a new experience, so I just went with it and I think the output’s really cool.”

Maria Eagling, director of marketing, Epson Europe, added: “The innovative EcoTank system has turned the world of printing upside down, so we wanted to create a film that was equally surprising and memorable. Epson is known as a brand that represents quality, innovation and performance, so people won’t be expecting a fun, wry and high-action film from us.”

It comes after the companies formed a long-lasting partnership earlier this year.

Advertising Epson Formula One (F1)

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