Euro RSCG Wnek Gosper has heaped even more sex and sensuality into
its latest work for Peugeot, in a pounds 4 million campaign for the 306
which breaks at the end of this week.
The new ad launches the remodelled Peugeot 306 family hatchback, and
continues the agency’s three-year-old strategy: ’Why let the fun stop
when the family starts?’
The 306 execution again centres on the physical relationship between a
husband and wife. It opens on an attractive woman getting up in the
morning, leaving a figure in her bed to roll over lazily and continue
She walks to the window and watches a young man in torn jeans as he
energetically washes the Peugeot 306 in the yard below. He gets
increasingly wet and sweaty, working the soap into a suggestive
Downstairs in the kitchen, the two early risers meet and get even more
steamed up, until they are at the point of making love on the kitchen
table. Suddenly, they are interrupted by a shout from her child - and
the soapy hero turns out to be her husband.
The ad was created by a junior team - Jane Brooks, a writer, and Joe
Hosp, her art director - who joined the agency in December. It was
directed by Lawrence Dunmore of Great Guns.
Peugeot is targeting car buyers in their late 20s and early 30s who have
young families and a limited budget but need a spacious car. Mark Wnek,
the executive creative director of Euro RSCG, said: ’Because the 306 is
largely a practical choice, it is important to give buyers the chance to
see themselves as still attractive and stylish.’
The Peugeot 306, which is the French car manufacturer’s best-selling
model in the UK, reached sales of nearly 60,000 last year in this
It is the third-biggest seller in the light car sector behind the Ford
Escort and Vauxhall Astra.