Forty years after Renault’s famous Les Voitures à Vivre commercial, Publicis Conseil has produced a sequel. The 1984 campaign stood out by focusing on the driving experience and the joy of everyday life in a car rather than technical specifications.
The new campaign highlights how Renault has changed everything so that enjoyment can stay the same. It draws a parallel between the vehicles and slices of life from the past that feel straight out of the 1984 film and new contemporary scenarios featuring the latest electric range.
The film was shot with a constant left-to-right tracking shot symbolising the passage of time, transporting viewers across decades using a distinct visual treatment for each era. Every sequence captures authentically the spirit of the period – from the nostalgic grain of Super 8 cameras for the 1960s to the retro hues of VHS recordings in the 1990s – illustrating Renault’s ongoing evolution to meet the needs of each generation.
The legendary track, Johnny and Mary, by Robert Palmer that underscored the original commercial has been reorchestrated for the occasion by Start-Rec, featuring vocals by Victor Solf.
Arnaud Belloni, global marketing director of Renault, stated, “With this film, we wanted to show that there’s no need to change the way we live with cars – only the cars themselves. Renault constantly innovates to meet today’s needs and challenges.”
The commercial is on air on television and social media in France.
The commercial:
The orginal:
