Pre-owned car advertising tends to be all about the vehicles, their tech specifications and price. agency 777, and Stellantis Group’s pre-owned market, Spoticar, are borrowing instead the emotional connection that cinema shares with audiences. That began last year with Don’t be brave. Be smart, using the codes of Hollywood Blockbusters.   

Their new commercial, The Feet Escape, plays with the codes of classic American escape movies to convey the idea that even in the most extreme situations, there should never be any compromise on the quality of a pre-owned vehicle. The offbeat scenario reminds people that, in real life, and even more when buying a pre-owned car, the key is not bravery, but confidence and peace of mind. Although the used car market has become increasingly mainstream, it is still sometimes associated with concerns such as hidden defects, lack of guarantees or insufficient transparency. The campaign highlights the importance of trust and reassurance, and introduces the brand’s new international signature, Used cars you can trust.

The Feet Escape launched in France and Spain and will run in 14 countries in Europe and internationally. Agency 777 was formed in 2024, a joint-venture creative agency by French independent agency, Herezie, and Italian agency, Armando Testa.

Where the idea began: