Renault builds awareness through F1

Renault is drawing on its heritage in Formula One racing to build awareness of its brand in a new international television campaign.

The Publicis agency in London has produced the campaign - the first of its kind for the Renault F1 Team - which breaks this Friday.

The 40-second spot, which targets F1 fans, the public and corporate investors, concentrates on the human aspects of the sport rather than the excellence of the cars and their technological features.

The commercial invites viewers to share the passion, tension and emotion that the Renault team's drivers, Fernando Alonso and Jarno Trulli, feel during a race.

The spot shows a variety of people sitting in everyday places being thrown back in their seats with wind-blown faces as if they were at the wheel of a racing car.

The commercial was written by Gavin Kellett, the Publicis head of copy, and art directed by the executive creative director, Nik Studzinski. It was directed by Andrew Douglas through Anonymous Films.

Media, planned and bought by Carat, will see the ad debut a month after the Grand Prix season kicks off in Australia. It will run throughout the summer, targeting the French and the British Grands Prix in particular.

Kellett said: "We wanted to capture F1's emotion and drama without relying on shots of cheering fans and drivers punching the air."

He added: "We also wanted something that could be unique to Renault, something human."

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