This is last year’s ad for the Peugeot 208 GTi. I am mentioning it because it goes a long way to explaining why BETC had to travel to the outer limits of extraordinary this year, to outdo what it had done before for Peugeot.
In fact, the 2014 ad has an interesting story behind it, so forgive me for this little detour. In 1984, Peugeot introduced its 205 GTi with 30 seconds of James Bond-esque ultra-action.
Thirty years later, Peugeot made a sequel car to the 205 GTi. And agencies, BETC and havas Dusseldorf made a sequel ad – beginning with footage from the original before taking the stunt driving to ludicrous lengths with help from some digital trickery. The new spot was directed by The Andys and produced by WIZZ.
Now BETC has been given the job of creating the global campaign for the 308i. This car is made by Peugeot’s motorsport division, Peugeot Sport. Produces 270 hp. And accelerates from 0 to 100 km/h in 6 seconds. That’s beyond the outer limits of extraordinary. The ad is too.
First though, let’s return to the Peugeot Hollywood connection. According to the formula for Hollywood blockbuster success every action drama has to have a car chase. This one does, as did the one for the 208 GTi.
And a headliner star. This one has Crystal. Crystal starred in A Night at the Museum and The Hangover. The 208 had James Bond, by proxy.
Then there’s the formula for viral success. That demands that an animal should be included. This one has a capuchin monkey. That capuchin monkey happens to be Crystal too.
So the Peugeot, its driver and Crystal are being chased through the streets of an American city by a bunch of thugs This enabled stunt co-ordinator, Michel Julienne’s stunt team to orchestrate a series of incredible car stunts to keep people watching and show off what the Peugeot can do.
While Crystal added look-at-me cuteness.
Creative credits:
Agency: BETC
Executive creative director: Rémi Babinet
Creative director: Vincent Behaeghel
Art director: Eric Astorgue
Assistant art director: Severine Flamand
Copywriter: Jean-Christophe Royer
TV producer: Thibault Blacque-Belair
Production company: Wanda Production
Director: Noam Murro
Sound production: Kouz Production
Director: Noam Murro
