The TV, print and digital activity, by incumbent ad agency Euro RSCG, launches on 2 February, and aims to push Peugeot as positive, flirtatious and cheeky. It will also emphasise that the manufacturer sells high-end cars at affordable prices.
The 207 TV ad hints at an illicit affair between a couple singing along to the Elvis Presley track ‘Suspicious Minds', while the 308 execution shows a customer and salesman engage in flirtatious banter. Both ads end with a set of colourful lips mouthing ‘Peugeot'.
Peugeot is also rolling out an irreverent microsite, Drivesexy.com, which will attempt to convince consumers that driving is fun.