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
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
‘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.