• Oct 22, 2010

Epson Inkjet vs. Ariel Atom – Click above to watch video after the jump

If we had to pick a printer company on the merits of its advertising stunts alone, Epson would hands-down be our favorite. Along with cranking out an awesome 1:1 scale paper replica of an NSX racer not too long ago, the company recently decided to pit its newest printer against an Ariel Atom 3. The premise is simple: The printer would begin printing a scale replica of said track at the exact same time as the Atom would begin slinging corners. The company even bolted the printer to the car and threw in a genuine command center for little extra drama.

Which machine comes out on top? You can probably guess given who's sponsoring this shindig, but we won't spoil it for you, either. Hit the jump to check out the spot for yourself. Now if you'll excuse us, we've got a sudden urge to go buy some ink cartridges.

[Source: YouTube]



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    • 1 Second Ago
  • 31 Comments
      • 4 Years Ago
      I love clever, creative ads that actually demonstrate the capabilities of said product. Especially so when it involves anything to do with race cars :-)
      • 4 Years Ago
      That was the dumbest thing I've ever seen!
      • 4 Years Ago
      Time to upgrade our home printer...

      I'm sure the driver could have gone faster if he didn't get paper in the face. ;)
      • 4 Years Ago
      I'm more impressed by the fact that the high cornering forces of the Atom don't seem to affect the quality of the printouts.
      • 4 Years Ago
      Driver could have gotten some serious facial-papercuts with that open face helmet.
      • 4 Years Ago
      I suspect someone in the advertising department/agency is a car guy.

      "For our next spot, we'll put the printer in the pits at the F1 Monaco GP and race against the crew. Of course, we'll need to go this year as a scouting mission, then to a few races next season to practice, then we'll shoot at next year's".
      • 4 Years Ago
      Dumb.
      But they get a gold star for creativity and using an awesome vehicle. :-)
      • 4 Years Ago
      I don't get it, it's not like they printed the length of the track, they printed a scaled down version. All they had to do was say ok the printer prints x pages per minute, it takes y minutes to get around the track, so we'll just scale down the track until it fits on few enough pages to print faster than the car goes around. so I don't get how the printer could possibly lose.
      • 4 Years Ago
      Good job bringing excitement to printing. Next time, though, hire Danika Patrick.
      • 4 Years Ago
      This IS better than the comparison test of the Chevrolet Beretta vs. its handgun namesake.
      • 4 Years Ago
      Good thing this is aimed at a UK audience for a few reasons. 1: Americans would probably be confused by all the right turns. 2: I wonder how long it would take for an eco-mentalist to b**** about all that paper they're wasting and littering on the track.
      • 4 Years Ago
      I'm not sure what this proves. The time for the page to print out depends on a lot of settings on the printer as well as the pixels per inch.
        • 4 Years Ago
        Sure, you have to take it in context for what it's worth. Clever, advertising.
        It's directed at a UK audience, on a road course with an Ariel atom. It's most certainly staged, but it doesn't matter. Appreciate it for what it is; well targeted, clever advertising.

        It could be a lot worse, perhaps a Dilbert cartoon, that's more relevant to office equipment. It could even be an oval nascar course, with a coupon for a free case of budweiser when you buy the printer. But no, the premise is that they put the printer in an Ariel Atom, and had it print a few page representation of the course, all presumably over wifi. That's an A+ for effort in my book!



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