Yes, BETC Etoile Rouge’s commercial for Alpine’s first 100% electric compact sports car, the A290, contains all the car ad clichés – the long and winding road, the product feature close-ups, the emotive symphony music (Serge Gainsbourg ‘s legendary Initials B.B. ) …
But the launch fllm, directed by Martin Werner and produced by Henry, grabs attention in the most wonderfully unique way. It opens with a reminder through the voices of wise children that between shopping, bills and responsibilities… adult life isn’t always fun. Hearing children say, “being an adult sucks”, is an attention magnet in itself, but the visuals are also unexpected. The commercial then reverses that idea with the proposition, “but adults can have a driving licence”. The ad clichés are meant to convey the thrill of that as provided by the A290.
The global campaign made its debut on TV in France on November 18.
