Ricciardo needs win to cement move

Riley Riley

Renault is hoping some of Daniel Ricciardo’s fairy dust will rub off as the face of the brand down under.

But fairy dust only works if you’re a believer and the only way that is likely to happen is if and when the Formula 1 star from West Australia finds the the podium once again.

His first outing for the French manufacturer ended prematurely when his car found a rut at Albert Park tearing away the front spoiler.

Bad luck.

Advertising agency Big Red has been brought in and has put together a campaign that encapsulates the reason Ricciardo made the move from Red Bull to Renault for the 2019 season.

“It was important for us to stay true to what motivated Daniel’s decision to move to the Renault F1 Team,” Managing Director, Renault Australia, Andrew Moore, said.

“For us, it’s all about capturing the competitive spirit that Daniel possesses, and how this resonates with a local audience.

“Daniel showed the confidence to make the move to the Renault F1 Team, and we believe that with this F1 pedigree supporting Renault vehicle engineering, more Australians can also have the confidence like Daniel, to consider making the move to Renault.”

‘Make the Move’, a 30-second TV commercial, features Ricciardo and the Renault Koleos SUV, and was produced with the help of Aussie cinematographer Stephen Windon — of Fast and the Furious fame.

“Working closely with a Formula 1 driver is something that doesn’t come along frequently, and presents us with a great opportunity to do something dynamic and exciting in a real-world setting,” Windon said.

The campaign will be supported by a range of digital activity, including a video in which Daniel explains his move to Renault, and a range of behind-the-scenes footage from the Make the Move shoot.

‘Make the Move’ draws heavily on an article written by Ricciardo following his decision to move to Renault at the end of the 2018 season.

Moore is confident the addition of Daniel Ricciardo to the Renault F1 Team will be a pivotal moment for the brand.

The passion that Daniel has for Formula 1 echoes the Passion for Life tagline that underpins Renault’s global brand positioning.


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