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Video: How to make Raikkonen sign a contract…
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Raikkonen - Makia Racing image
Posted By: James Allen  |  20 Oct 2012   |  10:03 am GMT  |  109 comments

During his first Formula 1 career Kimi Raikkonen’s dislike for sponsor and media engagements was almost as well-chronicled as his achievements on the track.

But second time round, and with perhaps a greater freedom and desire to go in his own direction, the 2007 world champion has become involved in something very different with a clothing company from his homeland in Finland.

Makia Clothing has signed the Lotus driver to be the ‘face’ of its new motorsport range and to launch the partnership has got the 33-year-old to star in a viral video campaign.

The first teaser clip played on the fact that the Finn’s F1 future for 2013 isn’t completely confirmed by asking ‘what will Kimi do next?’ with a promise that a new contract would be revealed this week.

The contract in question was his deal to be the face of Makia’s new racing range, but rather than announce the signing via a dry press release, the company got Raikkonen to do some more acting in a spoof kidnap plot in which he is taken by some heavies, wearing black hood and all, to a remote caravan where he is blackmailed to sign up for Makia before being sent on foot back to Monaco.

With 420,000 views on YouTube already the clip has already clearly found an audience, with Raikkonen’s fan base one of the largest in F1.

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  1. nusratholla says:

    There can only be one Kimi

    1. tank says:

      too cool for school.

  2. michael grievson says:

    at a glance i thought the driver was eddie jordan.

    1. Jonneh says:

      So did i lol

    2. brandon says:

      I thought that was the joke too.. Lol

    3. christos pallis says:

      me too, it did look like him!

    4. FerrariFan says:

      I thought so too

    5. paul jaworski says:

      +1, he sure does look like Eddie. As for the ice man, he is the best.

  3. Bhaskarrac says:

    I thought they were to be showing his sleeping photographs before the F1 races. Involved in sex scandals? Its a norm these days! :D

  4. unF1nnished business says:

    This guy never ceases to surprise.

  5. SD says:

    That spit deserves an award itself.

  6. Elie says:

    Brilliant !- maybe Lewis Hamilton & X1X can learn something about this. But the. No driver is revered like Kimi.

    1. John says:

      “…Raikkonen’s fan base one of the largest in F1…” from a guy who could probably care less…priceless…go iceman :)

    2. Bring Back Murray says:

      They signed Hamilton a dodgy deal all on their own!

  7. Spyros says:

    I suppose this is a case where humor doesn’t translate well..?

    And Michael in #2 is right, the driver DOES look like EJ!

    1. Biggus says:

      No need to translate. Spit speaks all languages.

  8. Grabyrdy says:

    This is supposed to make you buy their stuff ? Really ??

  9. Chromatic says:

    tbh the video is not that pleasant to watch, but as a PR stunt it sure took lots of folks by surprise, especially the Kimi fans.

    Must say I am rapidly becoming a fan myself this year, and I’m taking a second look at his career in F1. Def he is one of a kind. Things would be much less interesting without him.

    1. James Clayton says:

      I have to say I’ve gone the other way. I used to be a big fan. There’s no doubt that he’s fast inside the car, but I find his attitude off the track appalling.

      1. JustTork says:

        natalie -: kimi, kimi, kimi, what happened ?

        kimi -: I spun.

        natalie -: but, kimi, the others …

        kimi -: I don’t care about the others

        This is the interview some people find appalling. But obviously he means he can’t be looking after the affairs of other drivers. He did not mean to spin off. How was he supposed to worry about others.?

        With Kimi you dont get bull.

      2. Mark V says:

        You find his attitude off the track appalling? Who even sees much of him off the track? Are you his next door neighbor or something?

      3. James Clayton says:

        Yea, because he’s never interviewed by the media when he gets out the car, is he?

      4. Dmitry says:

        Disagree, at least he’s genuine unlike most of the other drivers. He’s been pretty good in the interviews this year too, so not sure what you are on about…

      5. mayberth says:

        nice to see your interest in driver is not based on his performance on track but rather his off track interview activities, and you call yourself a racing fans lmao.

        You must be a bigger fans of media rather than F1 racing itself.

      6. James Clayton says:

        I am interested in how a driver performs as a package. If a driver shows no interest in going out on track for practice when your team believes there’s data to be gained, if you’re going to miss out on an entire practice session because the steering column is not quite to your liking, and if you’re going to show no concern for spoiling other drivers qualifying sessions then, yes, I am going to loose respect for you.

      7. asterisk says:

        did you read interview with Alan Permane regarding the monaco issues?? the steering is too bad, and forcing kimi to run it on narrow track will only results in collisions!! It wasnt kimi faults, they are trying different steering column, and they can only do it on free practice due to in season testing bans!!

        and you call yourself f1 fans without reading the interviews of the team. LMAO

      8. manu says:

        did alonso said sorry after his spun in silverstone causing red flag session?? Nope. Truth is, no drivers cares, but some are good in pretending.

        if you want follow celebrity, go to hollywood. we mean racing in F1, not corporate bs

      9. manu says:

        as for his steering issues, you are not kimi. You dont know how important it is to get steering column exactly right. From autosport interview, the team admitted that forcing kimi run the session in narrow track will only results in crashing the car. They dont know whether it will works, so they can only try it out in Free Practices.

        LMAO some even blame him for not running during wet weather when the team was the one making decision to skip the session due to limited spare parts of the car.

      10. Miguel says:

        People who really know him say that he actually is a great guy off track. He just doesn’t want to show it to the world, and I couldn’t agree with him more.

      11. James Clayton says:

        Off the track and away from the track are two very different things.

  10. JC says:

    This reads like a sponsored story…

  11. asterisk says:

    2 days 400,000 +++ viewer

    Shame that the top gear video was removed when it approaching 800k+++

    There are many f1 drivers, but only 1 Kimi Raikkonen!!

    His fame in Asia is the biggest hit

  12. Stuart burton says:

    Brilliant- cant imagine many other f1 drivers allowing themselves to be bribed by rudie photos!!

  13. Biggus says:

    Only the coolest man in the world could carry off communicating entirely by spitting…

    1. Vips says:

      haha great call. There is only one Kimi

  14. fabio says:

    Eddie Jordan was driving the car. Briatores took out the contract. While Boullier was the guy with the photo albumn. :)

    1. Sri says:

      Wonderful. LOL.

    2. vicnsi says:

      I thought at first, the contract guy was gangnam style rapper, Psy ;)

  15. Tom Haythornthwaite says:

    Good that Lotus gave him a contract waiver to be seen in a different brand of car!

  16. Irish con says:

    I’ve always thought that if we made a f1 entirely the way kimi wants it to be then it really would be the best it can be. Just flat out racing on the fastest and best tracks about. No Mickey Mouse circuits in th middle of deserts. Just tracks like spa and monza and Canada. Brilliant.

  17. IgMi says:

    In the real Iceman style there is not much talking involved – no need for it! :-) I did expect him to kick and scream a little bit, though.

    1. Elie says:

      Kimi kick & scream.. No way the iceman ain’t no girl !

  18. Rahmawati says:

    Kimi doesn’t need to say anything to be funny…that’s how cool the Iceman is.

  19. Rahmawati says:

    Kimi rocks. Cheers

  20. deancassady says:

    I love it!

    Is this a case of either:
    1. Kimi can do this and pull it off, because he has such a large fan base?
    2. Is the reason he has such a fan base is because he is like that?

    I believe the former.

    1. deancassady says:

      I meant to say “latter”: the reason he has such a fan base, is because he has always been doing stuff like that.

      1. IgMi says:

        You were right in both cases – it is BOTH. :-)

  21. deancassady says:

    I love it!

    Is this a case of either:
    1. Kimi can do this and pull it off, because he has such a large fan base?
    2. Is the reason he has such a fan base is because he is like that?

    I believe the latter. (I had it wrong before)

    1. Stephen says:

      It’s both, a virtuous circle.

  22. Sebee says:

    Is that lame or is it just me?

    1. DonSimón says:

      I wonder what the consensus will be?

      1. Sebee says:

        It would appear European ads and north American ads standards are just different. Kimi fans have spoken and love this Snatch ripoff even without Turkish…GP that is.

      2. DonSimón says:

        Snatch rip off? American advertising standards? Thanks for giving me a laugh on a grey Spanish afternoon.

      3. Sebee says:

        Yeah, you’re right. There are no standards here. What I should have said is tastes.

    2. Davexxx says:

      umm… Just you, it seems ;-)

    3. Stephen says:

      it’s definitely you

    4. Ahmed says:

      Sorry mate, its you alone :)

  23. Praveen S says:

    Kimi is very popular driver around the world, people like him more because he says what he likes, he races not gets involved in political crap.

  24. joep01 says:

    Brilliant. Just watched the clip now, and while I don’t want to spoil it for anyone…holy smokes! lmfao! The leverage that the heavies use on Kimi is hilarious!!!

    1. ymy says:

      maybe he has been to vegas..just a thought.(love it )

  25. Rich C says:

    oh damn my sides hurt!!

  26. Foghorn Leghorn says:

    Kimi’s return has been the highlight of the season for me. Respect to the man for doing things his way in a Formula 1 where corporate pressures stifle individualism and free expression. Good luck in the remaining four GPs Kimi.

  27. Fam says:

    Only the iceman can pull this off!! Epic ‘contract’ on his birthday, when all the world thought he would extend his association with Lotus, this man does a hilarious video with quite a bit of acting too!!

  28. Peter says:

    Its an original idea. However the film could have been better, it only works with Kimi. Some driver try so hard to be a superstar (I am not going to tell who I am tinking of..) and busy building a global image, others just born to be cool.

    1. DanWilliams from Aust says:

      Thats right!! Hmmm, and I think I can guess who you’re think of… lol

  29. Davexxx says:

    Just to add to all the controversy, and perhaps illustrate my ignorance, what’s the significance of the reg plate ‘BK-7′?

    1. P Alliot says:

      It’s a “combat knife” the Ka-Bar Becker BK7

  30. [MISTER] says:

    Not my cup of tea..

  31. Ashboy says:

    Kimi is the best thing in f1 all other drivers are robots. He doesn’t conform to the stereotypical driver that’s why people love him, and his answers to stupid mieda question are legendary.

  32. Lawrence says:

    Great stunt. The idea is clever but the execution was okay. What was that spit like? There was something a bit Romain Grosjean about it haha. I’m Irish and I can tell you he’d have been slapped for that if he did that here. We take pride in our spitting. Btw their clothes are good I’ve got some.

    1. DanWilliams from Aust says:

      The spit was perfect for the vid. Added to the humour of it. If he did that in real life, I’d definitley make fun of him!

  33. Mark V says:

    I love it. This style of marketing is definitely borrowed from the skateboarding/extreme sports/rock music world than from the kind of products you would normally expect to be associated with F1.

  34. dstaisey says:

    Kimi with colsed lips says thousands more words, than other drivers, Webber, Button, Alonso, PDR (corporate drivers). Lewis and his new management company would like to meet same targets, but Lewis just bublles too much.. I guess he picked that up from SantanderAlonso..

    1. joep01 says:

      I object to your describing Webber as a corporate driver in the sense that his comments to media are too corporate/safe. I think he’s reasonably genuine and authentic, though of course not like Kimi!

      1. MelB says:

        Yeah, I’ve-got-a-good-right-hook Webber. Only one of his kind too!

  35. jim griffin says:

    was the max mosley in one of those photos

    1. Rich C says:

      maaaybe… ;D

    2. Sebee says:

      Now that is one funny comment. Can’t believe I didn’t come up with this one!

      Well done! 25 points to you.

    3. DanWilliams from Aust says:

      I thought the same thing!

  36. Marybeth says:

    I am waiting to see Kimi in a pair of those little square sunglasses. :)

  37. Lewis says:

    Kimi is a great guy, what a legend!

    He’s his own man and doesn’t take crap from anyone, I think that’s why his fanbase is huge (a fanbase I would number myself in).

  38. Grant says:

    That video is ‘crap’!

  39. DK says:

    What about the lotus contract? No announcement?

  40. spyke says:

    I’m waiting to see Kimi and the Dudesons get hooked up! Finland rocks!

  41. Lynn says:

    Brillant PR stunt and Kimi doesn’t even need to utter a single word! Only he can pull it so well, awesome!

    Glad he is back in F1.

    James, did your boy like it? Haha.

  42. JohnBt says:

    Only KIMI woulda approve a script like this. There must be more coming soon. The only rebel in F1 is KIMI! His honesty speaks loads for me.

  43. Brandon Lee says:

    Party on Iceman,.on the rocks!

    “In the land of ice and snow,
    where Koskenkorva flows,
    we didn´t bow under oppression,
    we fought and we died,
    redeemed in blood”

    Now, that´s Finnish sisu,
    on and off the track,
    always and f****n forever!

    Lyricks by Stratovarius from
    “The Land Of Ice And Snow”

  44. Sri says:

    In this ad, it was shown that Kimi had been doing some only-for-mature-audience acts as revelaed in the photo album. There was a Ferrari suit in it – won’t they be offended? But to agree to do such an ad is what Kimi is all about! He does not care what others think of him which makes him more magnetic than he actually wants to be!

    I think if you remove the home-base support for every driver to neutralize the nationality effect (Finland for Kimi, Spain for Alonso, Germany for Vettel/Schumi and UK for Lewis) – Kimi could be the dircer with the biggest fan base. He definitely is least controversial of all of the above mentioned and so does not have many fans who dislike him unlike for other drivers.

    1. MelB says:

      Finland 5 M people,
      Spain 46 M,
      UK 62 M
      Germany 82 M…

      1. Tarun says:

        i am from India, and KR has been my favorite driver since he started in F1..and I have met a lot of Kimi fans around the world…so yes I do feel he has a good fanbase outside his country.

  45. Wild Man says:

    Depending on the product and its price, you do not actually have to like the ad. You just have to remember the the ad (and the product / brand it represents).

    This is in adverting 101.

    Some of the ads you find very annoying are also the most memorable.

    Where this sits in the scheme of things is a question for the viewer to decide.

  46. fabio says:

    Known only to Kimi fans, Kimi is actually smiling in the photo above.

  47. Richard N says:

    This brings to mind another viral which was made in Finland, and is in the same vein of black Finnish humour (it’s also just about topical…):


  48. JustTork says:

    + 1

    he could have a lot to say about his ferrari days, but he hasn’t said one word.

  49. F1fan4life says:

    I’m over Kimi Raikkonen. He has his talent, which is measurable but nowhere better than Hakkinen and frankly when comparing the two, Hakkinen’s personality was much more likable and he still spoke his mind. When Kimi first left I hope he returned, but his constant portrayal of F1 not really being important to him gets old. He’d put much more effort into speaking if there was an open bar at the press conference for podiums. Your not that important to us either Kimi…so the feeling is mutual.

    1. mayberth says:

      He put more effort than any drivers on the grid in eliminating BS and provide straight to the points answers.

      Those who prefer BS will dislike him.

      And for your information, unlike you, kimi doesn’t even bother to look on your comments, he does what he wants.

    2. Elie says:

      I’m a big Kimi fan.. But I have to agree with you in so far I hope he stops saying he’s not that interested in F1 it just destabilises his fans and makes those that aren’t question his motivation all over again.. On track there is no doubting his motivation & there never was..! ( it was just motivation in the form of a contract and Mega dollars which was missing when he left Ferrari).

    3. Slow Hand Luke's Brother says:

      I tend to think that Kimi is just a shy person, the interviews with one word answers are not a deliberate, or calculated way to come across as “cool” its just how he is and his apparent fondness for a few drinks when out on the town would just be, any normal shy persons, way of dealing with that, to them, uncomfortable situation.

      Nothing to be ashamed about, lots of people are shy and find conversation with strangers/ interviewers (in his case) fraught and stressful.

      The man has a huge talent to drive motorcars very quickly, that is not disputed but I do think the Kimi fans tend to over egg his every word like it was the coolest thing ever said, its not, he is just not good at getting across to others what exactly he is trying to say.

      Love the add though…………..

  50. F1NKV says:

    Good video…i thought it would be a Lotus extension contract….But its typical of Kimi to do whatever he likes…cheers

  51. JustTork says:

    James what did I say? only praise…
    But my post never made it through.

    1. James Allen says:

      No idea, there’s nothing in Spam, so whatever it was we didn’t get it

      We got this though!

  52. Sebee says:

    Let’s time travel to the past and look at this cute one. Mika was trying to help. Maybe if Nico and Michael drank some of the can contents we’d have more podiums.


  53. ida says:

    Why did the ad make him out to be a ”female dog”….It takes kimi 7 seconds to agree to a deal cos of some rude photos. The stand off should have been for a week or so where Kimi has a beard and everyones had enough…….just put snippets like 2 days later….4 days later…..etc.
    Max Mosley had the guts to go to court. Personally, out of principal, i would never allow myself to be extorted by a guy with square glasses….

  54. P Alliot says:

    Kimi has done many TV ads in the past …
    Johnnie Walker


    Mercedes , several including

    DNA TV , several including

  55. SP says:

    I dont use this often but…. OMG!

    http://www.youtube.com/watch?v=uxWXATII … re=related

    He sure has a fanbase! :D


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