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The Toys (French)

basics
Industry: Automotive & Services
Media:TV & Cinema
Published:Jun. 4, 2003
Market:France
Language:French
Style: Minimalism
descriptioncnen
Description / Synopsis


The new 407 : Latin body, Germanic soul ; a surreal world where everything we know about cars today has changed – and radically

The 407’s advertising story unfurls around the return to a real automotive-centred message – a renaissance of sorts, brought about by the advent of a new generation of cars.

Context


The Peugeot 407 succeeds the 504, 405 and 406 in Peugeot’s key lineage – family saloons – a segment which has evolved substantially in step with the German “descent” of Mercedes, Audis and BMWs.
The 407 rides on the success of the 406, going even further in a clear challenge to German quality and design benchmarks.

New advertising codes for Peugeot

After the upmarket-executive 607, the 407 has tapped into all the ingredients that have made Peugeot’s main campaigns so successful. This style began with the campaign by BETC Euro RSCG in (year), ‘Braking’, that blended the 406’s technical superiority with Latin style: the 406 braked so efficiently that the whole town moved beneath the road.
Then in January 2004, the 607’s prowling feline silhouette in the BETC Euro RSCG –signed spot ‘The Bridge’, reduced every other car to quivering prey.

Philosophy/Solution


Now, the 407’s superior technology prompts us to look closely at what cars really promise: Underlying the campaign style is the intention to present Peugeot as a prominent – yet universal – brand. For the 407 campaign was created in Paris and will be used in all the 407’s target markets.
BETC Euro RSCG has signed an outstanding film which demanded a huge production budget.
credit
Brand:
Agency:
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Art Director:
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Other credit:Advertising Manager Jean-Christophe Midey, Nathalie Lemaître, Valérie Depincé, Olivier Hervio, Didier Richard, André Chérid, Erick Dazza
awards
International Car Advertising Film Festival 2004
Marcus
Direction
Mondial de la Pub des Pays Francophones 2004
Mondial
Mondial by medias - TV / Cinema
Prix Club des Directeurs Artistiques 2004
1st Prize
Television
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