Lewis Gets Inked by Epson

Lewis Gets Inked by Epson to launch the new EcoTank

Lewis Gets Inked by Epson

To mark the launch of our EcoTank printer, we have collaborated with the MERCEDES AMG PETRONAS Formula One™ Team on a tongue-in-cheek film with three-time FIA Formula OneTM Drivers’ World Champion, Lewis Hamilton. The irreverent film highlights the revolutionary refillable ink tank technology and the huge amount of ink that comes with the printers.

Showing another side to Epson

Maria Eagling, director of marketing for Epson Europe commented: “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”.

The fun, high-action and glossy film is set at the MERCEDES AMG PETRONAS Formula One™ Team’s headquarters. It centres upon an action set-piece where Lewis glides in slow motion through a flurry of paper, before being showered by jets of multi-coloured ink.

Eagling continues; “Epson is known as a brand that represents quality, innovation and performance, so people won’t be expecting a fun and high-action film from us. Lewis Hamilton has added real charisma, style and fun to the film, and helped us show another side to Epson.”

Collaborating with Mercedes AMG Petronas

As Official Team Partner, we provide MERCEDES AMG PETRONAS Formula One™ Team with expertise in the product areas of inkjet printers, scanners, 3LCD projectors and wearables, including smart glasses. The Lewis Gets Inked Campaign stands in stark contrast to previous collaborations that have reflected the two brands’ relentless pursuit of innovation, global leadership and the creation of high-quality products, in a more serious tone.

Lewis Hamilton commented: “During the course of each season, I get to take part in some pretty interesting projects… 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.”

Introducing a revolutionary new method of printing

Printing up to 11,000 pages in black and colour with the inks included in the box [1] and no hidden costs, the EcoTank ET-3600 breaks new ground with its ultra-low cost per page and ease of use, allowing users to say goodbye to cartridges – and to say hello to refillable ink.

The benefits of the EcoTank printers are heroed in the video, in a surprising and entertaining way. It is part of a multichannel content strategy, comprising the main Lewis Gets Inked campaign film and a range of behind the scenes material.

To watch ‘Lewis Gets Inked’, click here

[1] Quoted yields are extrapolated based on Epson original methodology from the print simulation of Test Patterns provided in ISO/IEC24712. Black: 11,000/Colour: 11,000 pages yield based on two ink bottle sets included with this printer. Black: 6,000/Colour: 6,500 pages yield based on 774/664 ink bottles sold separately. Quoted yields are NOT based on ISO/IEC24711. Quoted yields may vary depending on the images that you are printing, the paper type that you are using, the frequency of your prints and environmental conditions such as temperature.