Lotus F1 Team driver Kimi Raikkonen stopped off in Paris today to launch the new Renault Mégane advertising campaign. In front of a crowd gathered at the prestigious Renault Atelier on the Champs-Elysées, the 2007 world champion unveiled the campaign titled ‘Iceman vs Fisherman’.
In the advert, developed by Renault and its agency Publicis Conseil, Kimi is pitted against a solitary fisherman:
The campaign was shot in Spain in early January. Kimi was selected from the Renault-powered drivers for his strong identity and the qualities he demonstrates on track, which are entirely in line with the values Renault will promote with the Mégane, namely dynamism, performance, rigour and quality.
The campaign will eventually be launched worldwide across print and TV media with teasers of the advert posted on digital media channels including Facebook, YouTube and Twitter and several blog sites. Two teasers will also be run on Eurosport. The first TV advert will be shown on 4 March in Belgium and the Netherlands.
In a fiercely competitive market, the Mégane draws on Renault’s strongest economic and ecological advances. The Energy dCi110 engine has an impressive fuel consumption rate of 3,5L/100km, allowing a record driving distance. In parallel Renault will also push the Mégane’s youthful, masculine looks, sharp design and driving pleasure.
Prior to his Atelier appearance, Kimi also stopped off at Renault Sport F1’s headquarters in Viry-Châtillon to meet with staff building the RS27 V8 engine that will power his Lotus F1 Team chassis in this year’s FIA Formula One World Championship.