The Renault 5 E-Tech 100% electric has finally arrived in dealerships in Europe. The battle between Citroën (BETC) and Renault (Publicis Conseil) to “own Frenchness” has reached a climax. Publicis Conseil’s latest work joins two films and numerous activations to bond the car to France’s avant-garde spirit, with its perpetual quest for innovation and progress, and its drive for social and cultural change. The new work positions the new 100% electric Renault 5 with recycled and recyclable materials, as a “truly French R5VOLUTION”. (In a nod to its French origins, an unusual accessory, the baguette-holder, will soon be available on this vehicle.)
To underline Renault 5’s revolutionary approach, the film takes the form of a dreamlike journey through different historical periods, in which the car encounters other icons, each embodying a form of revolution in their own field: music with the French Touch movement, cinema with the Nouvelle Vague led by Jean-Luc Godard, photography with the humanist movement, fashion with haute-couture, the Moulin Rouge with the French Cancan – fields in which France has excelled, innovated and left its mark, instilling lasting change.
Director Bruno Aveillan presents the Renault 5’s journey within a painting, whose pictorial effect evolves according to the fields and historical periods represented. It ends with a reinterpretation of Eugène Delacroix’s painting, Liberty Leading the People, in which all the protagonists, the driving forces behind the revolution, salute the Renault 5 as it passes.
The film, and the entire campaign, are underscored by the track, Instant Crush, by Daft Punk feat. Julian Casablancas. For the film, the track has been reworked to accompany the change of historical periods and musically follow the temporality of the scenes.
It os running TV in 45-second and 30-second formats from September 29 in France, then across Europe, to accompany the commercial launch in dealerships and the first deliveries to customers. The cars will be available in dealerships mid-October in France.
“This film is a tribute to France. In 2024, more than ever, we are continuing to highlight strong symbols of French art, culture and know-how, and R5 fits perfectly into this line,” statedArnaud Belloni, global chief marketing officer – Renault.
