Peugeot 508 ad harks back to Spaghetti Westerns

The tropes of the the Spaghetti Western - mysterious protagonists, frontier towns, close-ups of the faces of dirty, grizzled men, and guitar riffs - are paid homage in a TV ad for Peugeot's 508.

Peugeot 508: TV ad depicts new frontiers
Peugeot 508: TV ad depicts new frontiers

'Western' uses black-and-white cinematography and a soundtrack reminiscent of Ennio Morricone’s scores for the Sergio Leone classic movies of the 1960s. It shows workmen building a new road that pushes out into an untamed desert landscape.

The 60-second global ad plays like a Western showdown, with the men working on the road being spied on by the cars from a multistorey car-park in the background. The viewer is shown the cars "peering" at the men, with the latter casting suspicious glances up at the building.

The ad climaxes with the men finishing the construction and a fleet of Peugeot 508 tourers bursting forth from the car-park and onto the new road to explore the new territory ahead.

The TV work is being supported by activity across various media, including a campaign website called "Unlock the Road" and press, outdoor and web banner ads.

Brand: Peugeot 508

Agency: BETC

Creatives: Vincent Behaeghel, Damien Binello

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