Car maintenance brand, Norauto, is no longer “Moving you every mile of the way”, it’s “paving the way for tomorrow’s drivers”. Its new campaign by BETC Paris & BETC FULLSIX, continues the shift made by the brand since 2021, to position itself as the brand that helps car drivers reduce their impact thanks to affordable solutions designed for everyone.
The campaign leads with a commercial that features the drivers of tomorrow – children – in adult driver roles, and a series of simple and environmentally-friendly gestures, such as recycling waste, car maintenance or bicycle use. The film also introduces a new musical identity for the brand with a catchy cover of the track, I Can See Clearly Now, written by Johnny Nash and made famous by Jimmy Cliff.
Jerome Dumont, chief marketing officer of Norauto France, stated, “Even though they start to turn to other mobility alternatives, French people remain close to their vehicles. But today, they are facing a lot of contradictions as they wish to reduce their environmental impact through their travels but need their car in their everyday trips. That’s where Norauto automobile repair shops come in to help them with their automobile transition through a mobility that is affordable, conscious and responsible. With this new ad campaign, Norauto re-expresses its commitment to further its actions towards sustainability for and with drivers. The teams at BETC Paris and BETC FULLSIX have, once again, perfectly understood our strategic challenges following our first disruptive work launched three years ago. We are extremely proud of this collaborative effort.”
Jean-Patrick Spitz, vice-president of BETC Paris & BETC FULLSIX, added, “Full of energy and optimism, this new campaign reaffirms our central conviction that drivers are the future of driving. It perfectly encapsulates the dynamic spirit and broad commitment that Norauto brings every single day in their auto shops.”
Olivier Apers, vice-president & executive creative director of BETC Paris & BETC FULLSIX, commented, “Our children have already adopted the right gestures and are showing us the way. This is what we are trying to express with this new campaign. By showing us how to be and become better car drivers through optimism.”
The 60-second hero commercial will be supported by a series of 15-second films, each focusing on one of Norauto’s many services and commitments. These films will highlight services such as eco-control maintenance, used tyres and batteries recycling, but also the installation and maintenance of at-home electric charging stations for electric and hybrid vehicles.
Credits:
Ad Agencies: BETC Paris & BETC FULLSIX
Executive Creative Director: Oliver Apers
Associate Creative Director: Nicolas Richard
Copywriter: Nicolas Richard
Art Director: Romain Arrigoni
Creative Resources Coordinator : Anne Guillaume
Executive Creative Producer : Guillaume Denecker
Agency Managers: Jean-Patrick Spitz, Florent Castillon, Nicolas Denis-du-Péage
Production: CAVIAR
Director: Reynald Gresset
Client: Norauto
Client Team: Florence Vonck, Jérôme Dumont, Florence Motte
