Jaden Leeming vs. Peugeot 208 Gti
August 30, 2013
Jaden Leeming vs. Peugeot 208 Gti
Peugeot’s all new 208 GTi and 19-year old Red Bull BMX rider Jaden Leeming are the stars of a collaborative video-based marketing campaign launched in Auckland today.
With cinematic and production values rarely seen in locally produced automobile commercials, it’s Leeming versus the machine in a series of perfectly executed, choreographed stunt sequences captured by specialised slow motion and HD cameras from RED. For the unique video shoot, a dimly lit vacant warehouse provides the backdrop for the match-up; the agile 208 GTi mimicking the talented teenager’s BMX park-honed tricks up until Leeming is rotating upside down metres off the top of a ramp. The respect is mutual.
The 90-second clip, and subsequent 15- and 30-second TVC edits, are all part of a new ambassador alliance between the Red Bull sponsored athlete and Peugeot New Zealand. At an international level, it’s not the first time the two brands have worked closely with each other. Just two months ago nine-time world rally champion Sébastien Loeb destroyed the Pikes Peak International Hill Climb record in a purpose-built creation Peugeot codenamed 208 T16.
The French carmaker’s local distributor, Sime Darby Automobiles New Zealand, has enjoyed a successful association with Red Bull’s The Red Bulletin magazine since its national launch in 2010; so working collectively on the video project was a natural extension of the relationship between the two companies says Peugeot New Zealand manager Todd Groves. “In New Zealand, both Peugeot and Red Bull are professional, young and dynamic brands, which is why I think they compliment each other so well. Jaden is young and ambitious, so we think he’s the perfect fit for the 208 GTi and our target market for this car. In my mind he’s a real up-and-coming star and it’s nice for us to be able to support a Kiwi and help take him to the international stage.”
As for the clip itself, the final edits have exceeded all Groves’ expectations. “Typically, car companies produce sterile commercials that are all about the car and nothing else, so it was really good to be able to do something like this for the first ad Peugeot has ever made in New Zealand. Watching it for the first time made the hairs on my arms stand up; I’m really ecstatic with the outcome.”
As part of the arrangement, Leeming gets to swap his 20-something-year-old Honda Civic for the Metallic Black machine featured in the clip, which Peugeot New Zealand has since kitted out with roof-top bike racks. “I’m so stoked on the car and the clip,” says Leeming. “I’m really thankful to Peugeot for the opportunity they have given me to represent the brand, I hope it’s something that continues for a long time to come. The 208 GTi is just awesome.”
Having the original Peugeot’s iconic 205 GTi from the early ‘80s – in its DNA, the 208 GTi’s high performance focus is a perfect fit for Leeming’s active lifestyle. Its 1.6-litre THP turbocharged and direct injected engine punches well above its weight, delivering an impressive 147kW at 5800rpm and 275Nm at 1700rpm. With the front wheels driven through a six-speed close ratio manual transmission, the lightweight three-door hatchback has the ability to accelerate from standstill to 100km/h in just 6.8 seconds and reach a top speed of 230km/h. Performance credentials are further reflected through its sports-tuned suspension, chassis, and 17-inch alloy wheels wrapped around large ventilated disc brakes. Add aggressive exterior body styling and motorsport-derived interior appointments into the mix; and the new 208 GTi’s intentions are very clear.
The Jaden Leeming VS Peugeot 208 GTI clip is now available to view on www.redbull.co.nz. The behind the scenes clip will follow on Monday September 2.