Peugeot signs TV star John Simm

Peugeot has launched a multi-million pound ad campaign with an animated TV spot featuring a voiceover by John Simm, the star of 'Life On Mars'.

The 30-second "just add fuel" TV spot by Euro RSCG reminds viewers how nice it feels to buy a new car.

Simm's voiceover is accompanied by images of an animated paper Peugeot as it drives past a breakdown service and other hazards common with used cars.

The ad supports Peugeot's wider 'Drive Away Happy' initiative and will be supported by radio, digital and print activity bought by OMD. Steve Aston was the copywriter on the ad, working with art director Tom Craig.

The creative director was Dominic Getting and the production company was Blink Ink.

Morgan Lecoupeur UK marketing director at Peugeot, said: "What better way to start than with an optimistic campaign that emphasises the positive emotions associated with driving a new car.

"In John Simm we have found a talented, credible and instantly recognisable personality and voice, and we look forward to working with him in 2012 as we move the Peugeot brand forward."

Follow Sara Kimberley on Twitter @SaraKimberley

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).