Renault is a car brand. Clearly, it doesn’t want people to stop buying its cars. But it does want people to know that it feels a sense of responsibility towards the environment. It is asking people not to use their cars all the time, even hybrid Renault cars, in a campaign for the Renault Captur E-Tech hybrid by Publicis Conseil.

The campaign is the first time that a car manufacturer has invited users not to use their product. The hero film shows people choosing bicycles or walking rather than using their car – even in the rain.
It anticipates the new French law, Mobility Orientation Law, aimed at reducing the use of the car for daily journeys.

Publicis Conseil collaborated with Natanael Ericsson to make the film. A cover of Shania Twain’s song, You’re still the one, by Okay Kaya, orchestrated by Start-Rec, accompanies the film emphasising that Renault Captur E-Tech hybrid remains present when we need it, “but it’s still good not to use it all the time”.

Arnaud Belloni, Renault global chief marketing officer, stated, “Renault is constantly looking for ways to evolve and innovate. With our E-Tech hybrid technology, we can offer more sustainable vehicles, offering cleaner driving pleasure. For Renault Captur E-Tech hybrid new advertising film I wanted a bold approach, in line with times. For the first time, we are proactively suggesting to our customers not to use their car all the time, an unprecedented choice in the automotive industry.”

The global campaign is running on TV, indigital, press and CRM.