Renault launched a new campaign in May promoting its flagship SUV Renault Captur plug-in hybrid model (with E-Tech technology) through a film-led, cycling-themed campaign called ‘Unstoppable’ which drives home the message that nothing can stop us when we are powered by the right energy.
Working with agency Publicis Conseil, Renault reaffirms its historic links with cycling through a commercial which follows the story of a long-retired great cyclist who relives the sensations and memories of bike racing. To support and encourage him on his pedal down memory lane, his daughter gets behind the wheel of the new Hybrid Captur alongside his lifelong friends throughout this personal cycling challenge.
The spot, which is helmed by Director Katia Lewkowicz and set to re-orchestration of the Rocky movie track ‘Eye of The Tiger’, the ad debuted in France on 10 May and rolls out across TV in Europe and the television ad is supported by radio, press, out-of-home and digital, plus point-of-sale and CRM.
“The new Captur E-Tech Hybrid is a tremendous innovation that deserved an ode to life, to those dreams that last, that never end. It is a campaign of great modernity which is inspired by our values and sensitively presents our link with cycling from 1978 to 1985”, explained Renault Global Chief Marketing Officer Arnaud Belloni.
The campaign was created for a Renault marketing team led by Client Managers Arnaud Belloni, Laurent Aliphat, Hortense Isnard and Xavier Hourdeau by a group at agency Publicis Conseil that included President Agathe Bousquet, President Of Creativity Marco Venturelli, Creative Director Marcelo Vergara, Art Director Thomas Roques, Copywriter Antoine Giraud, Agency Producer Sophie Bouyer, Sales Managers Hugues Reboul, Grégoire Verdet, Gaëlle Morvan, Marie Blineau, Laura Ceylan and Bérengère Marlin.
Production was handled by Grand Bazar with Director Katia Lewkowicz, DOP Mathias Rudh, Producer Juliette Desmarescaux and Line Producer Maxime Bouyer.
Comment:
While the campaign launch might have coincided with the start of the first Grand Tour of the year in the form of the Giro D’Italia, this is not strictly a piece of sports marketing, but those focused on activating around cycling can certainly learn a thing or two from this emotionally powerful and beautifully crafted piece of bike-themed creative.
This care commercial capitalises on the storytelling, character development and epic cinematography of a feature film.
Leave a comment
You must be logged in to post a comment.