Timed to leverage the start of the new Formula One season in which Renault’s rebranded Alpine F1 racing team is competing, a new Alpine campaign created by Havas Paris and debuting on 28 March aims to align the brand’s positioning with its new F1 team.
Led by a 45-second hero television spot called ‘Go Straight Take A Turn’, the campaign sets out to capture the power of change.
This is the Renault-owned Alpine brand’s first ever television commercial and it encourages viewers to try going off the beaten track, to fight boredom and dare to escape the norm.
The ad, which comes in French, English and German versions, tells a story of how, in a standardised and monotonous world, one day everyone can make the choice of an alternative and take a turn. The creative aims to reflect the brand’s idea of a sports car: lightness, agility, iconic design and unparalleled driving experience.
The lead ad is being broadcast before, during and after the first four F 1 Grand Prix of the season and on general television, as well as on digital and social channels in France, Germany, Switzerland, Belgium and the UK.
The campaign was created for Alpine CEO Laurent Rossi, Global Marketing Director Bruce Pillard and Head Of Marketing Communications Edouard Lepeu by a team at agency Havas Paris which included Creative Director Stéphane Gaubert, Art Supervisor Lucas Mongiello, Editor Ludovic Miege, Account Leaders Stéphane Guerry, Valérie Planchez, Raphael Thierry, Thomas Blanchard and Caroline Su, Strategic Planner Romain Roux, TV Producer Ingrid Vasseur and Production Director Corinne Dutoit-Costa.
Production and post-production was handled by a team at Frenzy which included Producer Casper Balsev, Production Director Hugo Marcel, Producers Alexandra Funada and Cedric Barus, Wassila Kailali, with sound handled by HRCLS, music by Superjava – Cocobongo with composers Arnaud Pujol, Alexandre Remoue and Jean-Archibald Denis.
The spot has echoes of the brand’s January 2021 ‘Born In The Apls, Raised By Racing’ social spot.
Comment:
The brand’s own F1-inspired umbrella marketing campaign ran in parallel with its racing team’s own new season marketing which included a 23-minute online launch video event.
Relaunched in 2016 as the French car giant’s sports division, Alpine’s previous digital-first creative has included films promoting its 2017 A1 10, its 2018 Le Mans promo and 2020’s ‘Don’t Call It A Classic’ campaign.
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