THIS WEEK: Peugeot shock ads in top spot

Peugeot has bought the entire break in News at Ten across the ITV network for the launch of its 406. The three-minute ad will also be screened at roughly the same time on Channel 4 and every UK satellite station.

Peugeot has bought the entire break in News at Ten across the ITV

network for the launch of its 406. The three-minute ad will also be

screened at roughly the same time on Channel 4 and every UK satellite

station.



The ad breaks on Friday, the same day the car goes on sale, and forms

part of an initial media spend of pounds 12.5m. It introduces a new

Peugeot endline: ‘The drive of your life’, which replaces ‘The lion goes

from strength to strength’ across the marque.



The 406 ad, through Euro RSCG Wnek Gosper, depicts controversial images,

such as a child running out in front of a juggernaut and being saved by

the driver at the last second. Media planning and buying was by

Mediastar.



‘It’s important to establish the car very quickly, as the fleet market

is highly competitive. The ads have to be wham, bam,’ said Peugeot’s

manager of advertising Andrew Didlick.



Observers are taking a more cynical view. ‘All the cars in this market

are essentially the same. Peugeot is hoping to distinguish itself by

making car drivers feel special. Make them think they’re heroes rather

than boring businessmen,’ said one.



Peugeot is using M People’s Search for the Hero as its backing track.

‘It is exactly the right track to illustrate our main theme which

demonstrates there is no such thing as an average person. We all have a

hero inside ourselves,’ said commercial director Tod Evans.



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