Formula One champ Lewis Hamilton gets inked in Epson’s new TV commercial

Three-time FIA Formula One Drivers’ World Champion, Lewis Hamilton stars in a tongue-in-cheek TV commercial created with Epson that has been released this week. The commercial, titled Lewis Gets Inked, highlights the benefits of the new Ink Tank System printer and is available to watch on Epson’s YouTube channel, and Epson’s website.

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.

This playful piece of content has been created in collaboration with the MERCEDES AMG PETRONAS Formula One Team to mark the launch of Epson’s Ink Tank System printer, and aims to highlight its revolutionary refillable ink tank technology and the huge amount of ink that comes with the printers. The benefits of the Ink Tank System printers – high-volume printing without the need to use cartridges – are communicated in a surprising and entertaining way in the irreverent film. It is part of a multi-channel content strategy, comprising the main Lewis Gets Inked campaign film and a range of behind the scenes material.

As Official Team Partner, Epson provides MERCEDES AMG PETRONAS with its 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. Epson’s use of innovative technology to deliver performance is perfectly aligned with what the reigning FIA Formula One World Champions strive to achieve in the sport and this is one example of the team working closely with Epson to showcase an innovation.

Lewis commented: “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 Ink Tank System 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 adds: “The innovative Ink Tank 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. The MERCEDES AMG PETRONAS Formula One™ Team has been wonderful to collaborate with on this project. Lewis Hamilton has added real charisma, style and fun to the film, and helped us show another side to Epson. This project has been a year in the making and the creative team behind the project have been absolutely fundamental to the impact of this project.”


To produce the commercial, Epson worked with Citizen Films, with managing director Gretchen Shoring producing the content and Rollo Hollins directing the shoot. The special effects team from Machine Shop were sourced for their specialist expertise and Rina Yang added her unique touch to the project as the director of photography, ensuring the film has a unique and luxurious feel.


The Ink Tank System printers feature a revolutionary design that provides a hassle free and low-cost solution for everyday printing. The innovative ultra-high-capacity Ink Tank System eradicates the need for cartridges, freeing the user from cartridge purchases and replacements. In their place, the ITS printers are bundled with ink bottles, allowing the user to print thousands of pages without interruption or additional costs.

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