Publicis gives Megane TV work safety theme

Renault has ditched the ’It talks your language’ line with which it introduced the Megane into the UK three years ago, in favour of new TV work which focuses heavily on the newly launched model’s safety aspects.

Renault has ditched the ’It talks your language’ line with which it

introduced the Megane into the UK three years ago, in favour of new TV

work which focuses heavily on the newly launched model’s safety

aspects.



Publicis has produced the campaign, breaking nationally this Friday,

which contrasts a restaurant for health-conscious foodies with a Megane

being crash tested.



A voiceover asks: ’Why spend time staying beautiful if you don’t drive

the safest car in its class?’



Tim Mack, Renault’s UK communications director, said: ’The objective of

the uncompromising imagery of the new commercial is to demonstrate how

serious Renault is about safety.’



The campaign - under the theme ’stay beautiful’ - comprises two

30-second commercials which develop from serene beginnings as a

macrobiotic chef and a cosmetic consultant talk about their

contributions to inner and outer beauty. The mood is dramatically broken

as a Megane containing crash-test dummies ploughs into a wall.



The films were written by Rob Janowski, art directed by Keith Courtney

and directed through Godman by Olivier Venturini, whose previous

commercials for Renault won a Clio award in 1995. The TV ads will be

supported with press and poster executions. Media planning and buying is

by Optimedia.



The new advertising marks a sharp contrast with the Megane’s 1996 launch

campaign which featured a talking car, its driver and his blossoming

relationship with a new girlfriend.



The change of approach was partly prompted by the success of the Megane

in the most recent Euro NCAP crash tests, in which it scored maximum

points.



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