An emotional New Year mother-and-son style spot from Renault seeks to put the auto brand’s Formula 1 technology within everyone’s reach in a campaign built around the relationship between F1 and E-Tech – ‘Hybrid Tech Born in F1’ – to promote its new range of electric and hybrid vehicles.
Developed by agency Publicis Conseil and featuring new Renault F1 driver Fernando Alonso, the core of the campaign is Renault’s ‘E-Tech’ technology which is used in both its F1 cars and its consumer vehicles. The creative links to two worlds and includes the copy line: “We work hard not only for one man to drive better, but to drive everyone further.”
Launched in France on 24 December, the campaign will run through January and will act as the cornerstone of Renault’s New Year global marketing. It aims to drive home the company’s commitment to technological development.
The two-minute hero commercial, set to a reworked version of Robert Palmer’s ‘Johnny & Mary’ by Start-Rec, sees a mother/engineer balancing work and family life and sees her and her son celebrate their success after an F1 day with Spanish star Alonso.
The lead spot is supported by campaign content running across print, screen, radio and digital platforms as well as dealership assets.
Indeed, Renault and its agency has produced a complete international communication kit so each country’s marketers can deploy the campaign and its messages locally.
“With this campaign, we have the ambition to sustainably install E-Tech as the powerful brand that unites our electric, hybrid and plug-in technology,” explains Renault CMO Arnaud Belloni. “The tone of this film is based on Renault’s DNA : Formula 1 of course, but also making cars for a living, the legendary music of ‘Johnny and Mary’ and the women and men of the company”.
The campaign was created for Renault’s senrio marketing team of Arnaud Belloni, Laurent Aliphat and Hortense Isnard by Publicis Conseil.
The agency group working on the project included CEO Agathe Bousquet, President Overseeing Creativity Marco Venturelli, Executive Creative Director Marcelo Vergara, Art Director Thomas Roques, Copywriter Antoine Giraud, Producer Sophie Megrous, Account Managers Jean-Guy Saulou, Laurent Duvivier, Grégoire Verdet, Emmanuelle Henry, Louise Bolzinger, Sybille Allard, Andrea Lassort and Frédéric Moussairoux, plus Global PR Contact Julie Foulet.
The hero spot was helmed by Director Laerke Herthoni, with DOP Arnaud Potier and production was handled by Iconoclast’s Nicolas Lhermitte with Line Producer Mélodie Buchris, Executive Production was by Azul Productions’ Bernard Amsellem and Post Production by Prodigious’ Vincent Bordier. The film editor was Benjamin Weil, with Calibrator Arthur Paut, Sound Recorder Alex Jaffray, Line Producer Erick Back, DOP Laurent Rodriguez, Drone Pilot Benoit Finck, with music by Hanna Hägglund.
Comment:
The creative is both emotional and functional and the audio cleverly combines symphonic sounds with electronic touches.
The campaign continues to carry a message that, for Renault, racing and competition is not only an end in itself, but also a key investment in automotive development and transport progress for all.
How long this will continue in the F1 space remains to be seen of course.
Links:
Renault Sport / F1
Publicis Conseil
http://www.publicisconseil.fr/
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