Euro RSCG Wnek Gosper is launching the Peugeot 307 with an epic
cinema and TV advertisement.
The agency is attempting to position the 307 as a stylish family car for
drivers who don't want to compromise their individuality and
self-expression. The 60-second ad is backed by the Labi Siffre track
(Something Inside) So Strong.
The ad opens with a shot of a doctor getting out of his 307 in a remote
and spectacular mountain location. The doctor rushes into a cabin where
a woman is going through a difficult birth. The action freezes and the
words "A driver is not just a driver" appear on the screen.
The ad continues through a series of vignettes where the viewer sees
various people expressing different aspects of their personality and
These include a prisoner painting behind bars and then a man kissing his
partner as the words "A husband is not just a father" appear. The ad
finally cuts back to the doctor from the opening scene who has
successfully delivered the baby. The screen freezes on a shot of the
baby and the words: "A person is not just a statistic" appear. The
screen cuts to black to show the words: "307 is not just a number".
The ad breaks in cinemas nationwide from 1 June during the blockbuster
Pearl Harbour. It launches on TV from 21 June.The copywriter is Mark
Wnek and art director is Ollie Caporn. The director is Anthea Benton and
the production house is Partizan Midi Minuit. Media planning and buying
is through BBJ.
Peugeot hopes that 307 sales can increase as the family car market
grows, and is keen to attract more small-car buyers to the model.
The advertising attempts to convey the idea that buyers no longer have
to sacrifice style and individuality for the functionality of a family
Euro RSCG's most recent ad for the 307 was its "Trout" spot, which also
attempted to build the model as a stylish family car.
The majority of advertising for Peugeot so far this year has been
focused on the 206 model for which Euro RSCG developed the "Stop liking,
start loving" campaign a year ago.
The most recent executions featured a woman walking a dog and a female
doctor examining a young male patient who becomes aroused by the
Xavier Peugeot, the advertising director for Peugeot, said: "This a big
international project for us. We needed an advertising idea that worked
across different countries, that spoke to each and every one of our
consumers and that was executed with the usual Peugeot elan."
Nick McElwee, the board account director at Euro RSCG, said: "Peugeot
has always been positioned at the emotional end of things and this ad is
still in that area. The important thing is that there is no longer any
such thing as the average family and there are a whole series of groups
buying into this sector."
Peugeot expects the 307 to outsell its predecessor the 306, which has
sold 425,000 units since launching in 1993.