Renault is taking the line that introduced the Megane into the UK,
’It talks your language’, to launch a multi-purpose vehicle.
Publicis has produced national TV advertising for the vehicle, the
Megane Scenic, which will sell at pounds 7,000 less than the Renault
Espace and, according to the French carmaker, occupy a unique position
in the UK market.
Although the Scenic is expected to appeal mostly to young families, the
vehicle will be aimed at people who enjoy all kinds of outdoor group
activity, from surfing to picnics.
The first of three commercials, shot on location in Provence, will break
nationally this Thursday, supported by a poster campaign.
All three dispense with conventional dialogue, replacing it with human
sounds to demonstrate the ’intuitive’ way the Scenic understands the
needs and demands of its passengers.
In one commercial, the vehicle’s practicality is demonstrated as parents
entertain their baby during a long journey. Another features a surreal
episode in which a group of friends on holiday are confronted by an
irate French farmer and his grunting pig.
’There’s nothing like the Scenic on the market in the UK,’ Douglas
Thursby-Pelham, the Renault board account director at Publicis, said.
’Other manufacturers will undoubtedly launch against it but Renault
should have the territory to itself for 18 months.’
The commercials were written by Noel Sharman, art directed by Mel
Williams and directed by Hugh Johnson of RSA Films. Media is handled by
Tim Mack, Renault’s UK communications director, said the advertising was
designed to show the Scenic’s versatility, equipment levels and road