Publicis steers Renault work at company car drivers

Renault is putting would-be customers of its Laguna range to the test in new national TV advertising which breaks nationally this week.

Renault is putting would-be customers of its Laguna range to the

test in new national TV advertising which breaks nationally this

week.



The two 30-second spots comprise a series of quick-fire intelligence

test questions which challenge drivers to ’test drive’ their IQ.



Supported by a series of colour press ads, the Publicis campaign is

aimed mainly at company car drivers. Renault says it intends to exploit

their ultra-competitive nature, working lives built around constant

deadlines and the need to be smarter as well as more stylish than

rivals.



Tim Mack, the UK communications director at Renault, said: ’Our task is

to produce truly compelling advertising for the Laguna and do justice to

the overall strength of the new range.’



Written by Noel Sharman and art directed by Dominic Beardsworth, the

films mark the third significant campaign in support of the Laguna since

it was launched in the UK five years ago.



The ads were directed by Dirk van Doren for Tomato.



Gerry Moira, the executive creative director of Publicis, said:

’Traditionally, the fleet car sector is the toughest and most

conventional. This is an extremely unconventional campaign.’



The Laguna was an important launch for Renault in 1994 when it replaced

the 21 series as a rival to the Ford Mondeo and Vauxhall Cavalier. The

car not only completed Renault’s model range in the UK but allowed the

company to compete at the upper end of the mass-market sector which it

had been slow to crack.



The first advertising, under the theme, ’It’s all worked out

beautifully’, featured what appeared to be a philandering husband who is

actually organising a reunion of his wife’s female friends. The second

featured the Spurs footballer, David Ginola.



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