Euro RSCG Wnek Gosper is launching its latest work for the Peugeot
206 with a national TV campaign introducing the new endline ’Stop
liking, start loving.’
Two 30-second commercials, due to break next week, focus on the effect
the car has on consumers.
In ’Romeo’, a man is seen walking along a street with a beautiful woman
who is telling him that there comes a time when every woman needs to
hear those ’three little words’. At this point the man’s attention is
distracted by a passing Peugeot 206 as ’stop liking, start loving’
flashes up on screen.
The man answers ’I love you’ in reference to the car, not his
The second spot, ’photographer’, is filmed on the set of a fashion shoot
where a photographer is snapping a beautiful model who is being made to
bend herself over an alligator. When it is time for her to pose next to
the Peugeot, he tells her to take a break so that he can concentrate all
his efforts on the car.
The spot finishes with the model screaming into her mobile phone: ’He’s
taken the car and the alligator’s eaten my handbag.’
Nick McElwee, the board account director at Euro RSCG, said: ’Normally
when buying a car, consumers have a list of product features that they
weigh up across a range of cars, but with the Peugeot 206 rational
thinking takes second place and they let their emotions get the better
of them. To see this car is to want it.’
Blur provide the backing soundtrack to both spots with their chart hit
Peugeot’s marketing manager, Matt Watson, said: ’For some things in
life, liking is not enough, you feel compelled to love them. This car is
one of those things.’
The ads were co-written and art directed by Gavin Lester and Anthony
Goldstein. Both spots were directed by Gerard de Thame through Gerard de
Media planning and buying is through Initiative Media.