Campaign Spotlight: Sébastien Loeb needs a hand in the city in the new campaign of BETC Paris for Peugeot 208
adobo magazine, May 16, 2018 | 10:53am

BETC Paris and Peugeot have joined forces with 9x World Rally Champion and Peugeot driver Sébastien Loeb in a comical campaign that proves that even pro drivers need a hand with the tough challenges of city driving.

In a self-aware parody of classic car advertising, the commercial sees a cocky Loeb refuse to show off the Peugeot 208’s features, driving the voice-over to the brink of madness. In the end, however, Loeb’s arrogance is his own undoing, as his unwillingness to use the features results in a mistake, leaving the voice over triumphant.  

The spot smartly alludes to four of the Peugeot 208’s specific city technologies – Active City Brake, Reversing Camera, Cruise Control, and Park Assist – without showing off any of them, and this twist was one of the keys to landing award-winning director Gary Freedman.

Represented in France by production company LA/PAC, Freedman, whose latest super bowl ad for Michelob features Chris Pratt, is no stranger to working with celebrity talent. To make the face-off between the VO and Loeb compelling, he flew professional VO talent and stand-up comedian Lewis MacLeod to the set, to create a real sense of playful antagonism between the two actors.

Watch the ad here:

Campaign Spotlight: Sébastien Loeb needs a hand in the city in the new campaign of BETC Paris for Peugeot 208

BETC Paris and Peugeot have joined forces with 9x World Rally Champion and Peugeot driver Sébastien Loeb in a comical campaign that proves that even pro drivers need a hand with the tough challenges of city driving.

In a self-aware parody of classic car advertising, the commercial sees a cocky Loeb refuse to show off the Peugeot 208’s features, driving the voice-over to the brink of madness. In the end, however, Loeb’s arrogance is his own undoing, as his unwillingness to use the features results in a mistake, leaving the voice over triumphant.  

The spot smartly alludes to four of the Peugeot 208’s specific city technologies – Active City Brake, Reversing Camera, Cruise Control, and Park Assist – without showing off any of them, and this twist was one of the keys to landing award-winning director Gary Freedman.

Represented in France by production company LA/PAC, Freedman, whose latest super bowl ad for Michelob features Chris Pratt, is no stranger to working with celebrity talent. To make the face-off between the VO and Loeb compelling, he flew professional VO talent and stand-up comedian Lewis MacLeod to the set, to create a real sense of playful antagonism between the two actors.

Watch the ad here: