Renault takes chorus line approach

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.

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

Optimedia.



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

versatility.



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.



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