A talking car, its driver and his blossoming relationship with a new
girlfriend are the ingredients of Renault’s campaign to launch its
latest model, the Megane, into Britain.
Three new films, the first of which will break nationally on Monday,
keep up the episodic formula established for the French carmaker by
Publicis in the UK with Papa and Nicole under the theme: ‘The new
Renault Megane. It talks your language.’
The Megane deposes the Renault 19 as the company’s representative in the
fiercely competitive lower-medium sector of the UK market, which
accounts for a third of total UK car sales.
It will compete against established models such as the Ford Escort, the
Vauxhall Astra, the Rover 200 and the VW Golf as well as newcomers like
the Nissan Almera.
In the Richard Loncraine-directed films, the car becomes the driver’s
accomplice and his alter ego, commenting on the charms of his girlfriend
and poking fun when her small brother thrashes him at tennis.
Mel Williams, the Publicis senior art director who devised the ads with
his art director, Tago Byers, said: ‘The dialogue the driver has with
his car is just like the one he would have with a mate. It’s difficult
to do and we had to be careful not to make the films so naff that they
looked like episodes of Knightrider.’
Renault has a lot riding on the Megane because the lower-medium sector
is the only significant growth area in a UK market where sales grew by
only 1.8 per cent last year.
Against that background, Renault has maintained a healthy performance in
the UK, claiming a record 6.2 per cent of the market last year.
The ‘talks your language’ line will run across all media including TV,
96-sheet posters and press. Media has been handled by Optimedia.