Vodafone 'Taxi Grand Prix' by Dare Ignite

To promote its online fantasy racing game, the Taxi Grand Prix, Vodafone is launching a viral film featuring the Formula One stars Lewis Hamilton and Heikki Kovalainen.

Created by Dare in partnership with Ignite, the film aims to reinforce Vodafone’s sponsorship of the McLaren Mercedes team by driving traffic to the Taxi Grand Prix site.

Players can then pick a team of real-life cabbies who race to notch up the same mileage as the Grand Prix drivers.

The action opens on the taxi company Nippy Cars, managed by EastEnders’ Shaun Williamson, aka Barry.

Hamilton and Kovalainen, Barry’s cabbies, are lazing about playing Top Trumps until their boss calls out a job, prompting the pair to race their taxis to the destination.