Euro RSCG Wnek Gosper has created its first ads for the Peugeot 406
since its 1999 "shark" execution.
Peugeot 406 ads, which started in 1996 with the "thoughts" spot backed
by the Search for a Hero track, attempt to reinforce the idea of the
vehicle being a distinctive choice in the executive car sector. The new
ads continue this tradition but seek to update the image of the 406 with
more contemporary images and ideas.
The campaign continues to examine the motivations of the 406 driver by
celebrating his unsung, hidden qualities. The two 40-second spots open
with the line: "Man's hidden qualities: a celebration." The ads begin
with a close-up of a well-heeled man overcome with emotion. The camera
pulls back to reveal that the man is leading his daughter down the
aisle. The word "pride" appears.
A variety of scenes follow to sum up the hopes and aspirations of
Peugeot drivers. These include a man putting the toilet seat down for
his partner alongside the word "consideration" and a close-up of sperm
fertilising an egg with the word "perseverance". The second spot also
includes the quality of "loyalty" alongside an image of a man pulling on
a Newcastle United strip.
The ads continue in the tradition of Peugeot advertising by using an
emotive middle-of-the-road soundtrack. In this case the spots are
accompanied by the Heather Small track Proud. Small's Search for the
Hero backed the original "thoughts" spot.
The advertising breaks on 2 November across terrestrial and satellite
channels at primetime.
Xavier Peugeot, the advertising director at Peugeot, said: "While the
message is still the same for strategic reasons, what we have now is a
thoroughly modern way of getting it across and we use images never seen
before in British TV ads."
The ads were art directed by Olly Caporn, written by Mark Wnek and
directed by Anthea Benton through Partizan. Media buying is by BBJ.