This is a story about a former great sportsman who wants to relive the thrill of racing that lives in the memories of his youth. Its contagious emotionality is underlined by a soulful remake of the legendary music of the Rocky film, Eye of the Tiger.
It’s also a commercial for the Renault Captur, and a car ad that doesn’t blend into the crowd of others for SUVs, although highlighting the first plug-in hybrid E-Tech technology for this vehicle.
Renault and Publicis Conseil imagined the campaign as a true hymn to life and reaffirms a historic link with cycling enthusiasts. It also borrows from the power of movies to capture the attention and the hearts of viewers. It was directed by Katia Lewkowicz.
“The new Captur E-Tech Hybrid is a tremendous innovation that deserved an ode to life, to those dreams that last, that never end. It is a campaign of great modernity which is inspired by our values and sensitively presents our link with cycling from 1978 to 1985,” explained Arnaud Belloni, Renault Brand global chief marketing officer.
The emotional road movie will be broadcast by all European countries on television, radio, press, billboards and digital after a debut in France on May 10.
Credits:
Client: Renault
Client Managers: Arnaud Belloni, Laurent Aliphat, Hortense Isnard & Xavier Hourdeau
Agency: Publicis Conseil
President: Agathe Bousquet
President overseeing the creativity: Marco Venturelli
Creative Director: Marcelo Vergara
Art Director: Thomas Roques
Copywriter: Antoine Giraud
Agency producer: Sophie Bouyer
Account Management: Hugues Reboul, Grégoire Verdet, Gaëlle Morvan, Marie Blineau, Laura Ceylan & Bérengère Marlin
Production Company: Grand Bazar
Director: Katia Lewkowicz
DOP: Mathias Rudh
Producer: Juliette Desmarescaux
Line Producer: Maxime Bouyer
