Euro RSCG creates Peugeot spots

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.


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