An intriguing and strangely beautiful commercial leads the partnership campaign for Renault 5 with the Roland-Garros (French Open). A special series of the Renault 5, The Renault 5 Roland-Garros E-Tech electric, is being released in the colours of the tournament as well as a range of lifestyle merch – all packaged into Renault’s The French collection. The commercial is a love declaration for Roland-Garros, told through the eyes of Renault 5, who sees the world through the eyes of a passionate tennis fan, and underscored by a soulful version of the poetic song, Always on my Mind, originally recorded by Brenda Lee.
The film, The Court, directed by Jonas Lindstroem, draws on two strong visual emblems of Roland-Garros – clay and white lines – to reenchant everyday life through the prism of tennis. It aims to reminds its audiences that the passion for tennis goes beyond the court – it’s in people’s minds, in their eyes…and even in the design of Renault 5 Roland-Garros.
The Renault 5 Roland-Garros E-Tech electric’s details pay tribute to the world of tennis: inside and out, evoking the unique atmosphere of the Paris tournament. These include an e-pop shifter evoking the grip of rackets and a Roland-Garros logo subtly affixed to a Croix de Saint André, a nod to the stadium’s architecture. Presented during the 2024 edition of the tournament, Renault 5 Roland-Garros has been available to order since April.
Supporting the film is a print and OOH campaign by Publicis Conseil with illustrator, Thomas Danthony, who created three everyday scenes bathed in the hues of clay. Each illustration is linked by a white line to a visual of the car. The illustrations are also brought to life in subtle, contemplative animated versions on digital platforms.
A striking new visual designed by Publicis Conseil and captured by the lens of Julia Noni highlights the Renault r Roland-Garros partnership. The composite photograph, entitled Superposition, recomposes the Renault logo by superimposing images of two tennis players, Alizé Lim and Alexandre Aubriot, underlined by the emblematic colours of the tournament, white on clay.
Lastly, Renault has launched ready-to-wear tennis collection 2025, The French. For the occasion, Publicis Conseil created an entirely 3D visual, Équilibre, in which merchandising and tennis elements combine to form the Renault logo, all in perfect balance. An animated version is being used in digital and as part of the TV campaign for The Originals Renault Store brand.
