A man chases a car all over the city, performing superhuman feats to return a bag to a woman driving a Renault Zoe. Its high-action drama is gripping but for a split second your brain wrests itself from the suspense to wonder why the incredible feats being highlighted are the man’s, not the car’s. This is a very unusual car ad by Publicis Conseil. That makes the ending – and the point – of the story even more memorable. Watch:
Arnaud Belloni, global chief marketing officer at Renault, commented, “With this campaign, we have the ambition to show ZOE in a new way: fresh, modern, highly rhythmical, very far from the usual communications on this market, to deliver a very strong message: Number 1 in electric vehicles across Europe.”
The second commercial for the car combines two traditional ad stories – leaving the nest and the parents’ gift. Poking through its emotional tug is another feature, the electric car’s range.
Arnaud Belloni, global CMO Renault: “The driving range of an electric vehicle remains a key choice criteria for consumers, despite the progress that has been made. Leaving the nest allows us to renew the Renault ZOE’s message on autonomy, the best in its category up to 395km. An undeniable advantage as competition increases.”
The two very different global campaigns highlight Renault Zoe’s 2 main facts: with more than 270 000 units sold, ZOE is the best-selling electric car in Europe in 2020, and ZOE has the best driving range of its category.
The full campaign includes TV, digital, print, point of sale and CRM.
Credits:
Client: Renault
Client Team: Arnaud Belloni, Laurent Aliphat & Hortense Isnard
Agency: Publicis Conseil
CEO: Agathe Bousquet
President overseeing creativity: Marco Venturelli
ECD: Marcelo Vergara
Art Directors: Jean-Marc Tramoni (The Chase) & Kamel Makhloufi (Leaving the Nest)
Copywriters: Marc Rosier (The Chase) & Julien Colas (Leaving the Nest)
Producer: Nelly Cohen
Account Management: Hugues Reboul, Grégoire Verdet, Faustine Leblan & Sacha Bodoukian
Production Company: Iconoclast
Director: WAFLA Clément Durou
Producer: Nicolas Lhermitte
DOP: Arnaud Potier
Line Producer: Nathalie Le Caer
Production Services: JUICE Films
Post Production: Laurent Seigneur @ Prodigious
Editor: Manu Coutant
Grade: Emiliano Serantoni @ Everest Studio
Sound: Start Rec – Alex Jaffray, Mathieu François & Valery Pellegrini
