BETC Étoile Rouge has given French sports and racing car brand, Alpine, a majestic 70th anniversary film – a daring visual treatment, combining filmed sequences with vintage models and animated scenes inspired by comic books, a graphic code emblematic of the automotive world. This blend of reality and illustration gives the story a dimension that is both nostalgic and resolutely contemporary.
The film retraces the history of a brand that, since its origins, has never stopped defending the same conviction – lightness is a strength.
The film, directed by Partizan director, Antoine Bardou-Jacquet, recalls the brand’s greatest moments, from the first nights spent lightening 4CVs in a Parisian garage in 1950, to the creation of the brand in 1955 and its participation in the Mille Miglia, through the 24 Hours of Le Mans, the Monte Carlo Rally, the brand’s rebirth in 2017, to the historic victory in Formula 1 at the Hungarian Grand Prix in 2021.
Meeting up with the present, the film shows the A290 and now the A390 – the brand’s first all-electric fastback crossover, offering sensations comparable to those of the legendary A110 coupé, and all of it symbolising a tireless quest for driving pleasure, pure performance, and raw emotion.
The film concludes with a tagline that mirrors the brand’s philosophy instilled from the outset by founder, Jean Jean Rédélé, “For 70 years, we have had the same philosophy. Lightness is a strength.” Its original soundtrack, created by Start Rec, accompanies this journey through time with intensity and emotion.
The global campaign launched in France on June 14, with formats ranging from 30 and 45 seconds to 2 minutes.
Credits:
Client: Alpine
Client Team: Antonino Labate, Arnaud Belloni, Alexandra Madiot-Gasse, Patrick Fourniol, Cecile Ousset
Advertising Agency: BETC Etoile Rouge
Agency Management Team: Fabien Idoux, Sherelle Ramire, Emma Canard
Executive Creative Director: Nicolas Lautier
Art Director: Eric Astorgue
Copywriter: Martin Rocaboy
Strategic Planners: Mattia Bellomo, Jules De-gaulmyn
Creative Resource Manager: Nina Kaufman
TV Producers: Arezki Ahcene, Malik Brikat, Sarah Dufief
Production Company: Partizan
Director: Antoine Bardou-Jacquet
