Renault is dropping its familiar "size matters" campaign after
three years in favour of new advertising to launch its revamped Clio
that asks: "Lost your Va Va Voom?"
New commercials breaking nationally this Friday through Publicis are
aimed at getting more men to consider the Clio, which has always been
more popular with women.
"We're targeting men more than women because we want to expand the
model's profile," Gerry Moira, Publicis' creative director, said.
"Traditionally, sales have been 60/40 in favour of women. We'd like it
The pair of new films marks the end of the "size matters" campaign
starring the French actress Helene Mahieu, which debuted in August
They also herald the carmaker's attempt to sustain an ad heritage for
the model that began a decade ago with the Papa and Nicole
The new advertising coincides with a makeover for the Clio, launched
into the UK ten years ago to challenge the dominance of the Ford Fiesta
and the Volkswagen Polo.
The car has been restyled and incorporates new equipment including
automatic climate control and a satellite navigation screen.
The new ads promote the Clio as the answer for people who lapse into
embarrassing moments. In one film a victim catches himself in discussion
with his novelty oven glove. Another fails to make a duvet cover fit a
The commercials were written and art directed by Paul Quarry and Jamie
Colonna, and Andy Jones and Scott Sparks, and directed by Mark Denton
for Blink Productions. Media is by Carat.