Euro RSCG builds on Peugeot heroes

Peugeot has built on its hero-inspired branding with the launch of the latest campaign for its 307 model through Euro RSCG Wnek Gosper.

The new spot, "ferry", breaks on 19 August, and continues to target 30- to 40-year-old men and women who want a practical but stylish family car. It focuses on the dual lives of those who drive the car.

Media for the ad, which will run as 60- and 40-second versions, was planned and bought by OMD UK. It will air across the UK, and appear in Europe from September.

It shows a series of men - a teacher, a father, a fireman,

a dentist and a sportsman - who are all unified through their membership of the local lifeboat crew. The ad features a series of situations in which the men are summoned, and are shown leaving their tasks to congregate by the harbour. However, instead of reacting to an emergency, the group has actually been running to meet a ferry delivering a consignment of new cars.

The campaign comes as Peugeot attempts to boost the 307's position in the lucrative mid-sized car market. The model competes with the Ford Focus, VW Golf, Toyota Corolla and the Honda Civic, all of which have benefited from increased marketing spends this year.

Euro RSCG's client services director, Nick McElwee, said: "It had to reflect the transition our audience is making, that just because you've got the kids and family in tow doesn't mean your best years are behind you."

The ad was art directed by Steve Eltringham and written by Tim Garth.

It was directed by Patricia Murphy through Patricia Murphy Films.

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