Renault is switching to an all-singing, all-dancing approach and
away from the small cast or characters who usually populate its
commercials in new advertising for the Scenic multi-purpose vehicle.
More than 75 people - from a group of child ballet dancers to a team of
burly rugby players - feature in the ad which breaks nationally on
Monday through Publicis. Media is being planned and bought by
Its appearance marks an attempt to promote the Scenic as a standalone
brand following its launch last year as part of the Megane range.
The change of strategy is underscored by a new endline, ’Change your
scenery’, which replaces the Megane’s ’It talks your language’.
The film is a departure for Renault in the UK, whose advertising usually
revolves around a handful of people, most notably ’Nicole’ and ’Papa’ in
the long-running Clio campaign.
Previous Scenic advertising sustained this intimate approach and
demonstrated the vehicle’s practicality by featuring parents
entertaining their baby on a long journey and a group of young
holidaymakers confronted by an irate French farmer and a pig.
In contrast, the new commercial - which was written and art directed by
Gerry Moira, the creative director of Publicis - features the Scenic in
front of a series of changing backdrops to emphasise its
It was shot at Pinewood studios and directed through Cowboy Films by Tim
Pope, who made his name as a pop video director.
The action, co-ordinated by the Teletubbies choreographer, Simon
Shelton, takes place against the Lightning Seeds track, Marvellous.