Renault is putting would-be customers of its Laguna range to the
test in new national TV advertising which breaks nationally this
The two 30-second spots comprise a series of quick-fire intelligence
test questions which challenge drivers to ’test drive’ their IQ.
Supported by a series of colour press ads, the Publicis campaign is
aimed mainly at company car drivers. Renault says it intends to exploit
their ultra-competitive nature, working lives built around constant
deadlines and the need to be smarter as well as more stylish than
Tim Mack, the UK communications director at Renault, said: ’Our task is
to produce truly compelling advertising for the Laguna and do justice to
the overall strength of the new range.’
Written by Noel Sharman and art directed by Dominic Beardsworth, the
films mark the third significant campaign in support of the Laguna since
it was launched in the UK five years ago.
The ads were directed by Dirk van Doren for Tomato.
Gerry Moira, the executive creative director of Publicis, said:
’Traditionally, the fleet car sector is the toughest and most
conventional. This is an extremely unconventional campaign.’
The Laguna was an important launch for Renault in 1994 when it replaced
the 21 series as a rival to the Ford Mondeo and Vauxhall Cavalier. The
car not only completed Renault’s model range in the UK but allowed the
company to compete at the upper end of the mass-market sector which it
had been slow to crack.
The first advertising, under the theme, ’It’s all worked out
beautifully’, featured what appeared to be a philandering husband who is
actually organising a reunion of his wife’s female friends. The second
featured the Spurs footballer, David Ginola.