PARIS, FRANCE – Renault is resolutely in step with the times. Perfectly aware of the ecological challenges facing the automotive industry, Renault is a pioneer in electrification and today offers a wide range of electric and hybrid vehicles.
This brand-new film for Renault Captur E-Tech hybrid marks a major and unprecedented turning point: it is the first time that a car manufacturer has invited users to favor sobriety in addition to the technological solution.
Throughout the whole film, protagonists renounce using their Renault Captur E-Tech hybrid, and take the choice of cycling or walking. The film anticipates the new French law (called Mobility Orientation Law) that aimed at reducing the use of the car for daily journeys.
In the context of the climate crisis, where the transformation of our lifestyles is inevitable, Renault is once again positioning itself on the side of life and societal progress with this new story.
In this film, we follow 3 different households: a single man, a family, and a young couple of friends.
It first opens with the man waking up late for work, who rushes to get dressed. At his arrival in his garage, we see him approaching his Renault Captur E-Tech hybrid, giving us the feeling that he is about to use it. When the garage door opens, we finally see him leaving his house on his bike.
Then we meet the family. Parents help children prepare for school. When they leave the house, the children rush to the Renault Captur E-Tech hybrid, but the parents have something else in mind: going to school on foot.
Finally, we discover two friends getting ready for a party. At the exit of their building, they find themselves under the rain and therefore go to their Renault Captur E-Tech hybrid but… only to take an umbrella behind the passenger seat.
Publicis Conseil collaborated with NATANAEL ERICSSON to make this film. The cover of Shania Twain’s song “you’re still the one” by Okay Kaya, orchestrated by Start-Rec, perfectly and poetically accompanies the film by emphasizing that Renault Captur E-Tech hybrid remains present when we need it, “but it’s still good not to use it all the time”.
Arnaud Belloni, Renault’s Global Chief Marketing Officer: “Renault is constantly looking for ways to evolve and innovate. With our E-Tech hybrid technology, we can offer more sustainable vehicles, offering cleaner driving pleasure. For Renault Captur E-Tech hybrid new advertising film I wanted a bold approach, in line with times. For the first time, we are proactively suggesting to our customers not to use their car all the time, an unprecedented choice in the automotive industry.”
An international complete kit with all the assets from the campaign is available for every country to broadcast these messages locally (TVCs, digital, press, CRM…).
CREDITS
Renault – Advertiser managers
Arnaud Belloni
Laurent Aliphat
Hortense Isnard
Xavier Hourdeau
Publicis Conseil
CEO: Agathe Bousquet
President overseeing creativity: Marco Venturelli
Creative director: Marcelo Vergara
Art Director: Yves-Eric Deboey
Copywriter: Mathieu Degryse
Account Managers: Hugues Reboul, Grégoire Verdet, Gaëlle Morvan, Laurent Enet
Strategic Planning: Didier Tavares, Marion Le Forsonney
Director Renault Tv production: Caroline Petruccelli
Agency Production: Nathalie Levincent
France PR Contact: Héloïse Mathon – heloise.mathon@publicis.fr +33 6 25 35 74 47
International PR Contact: Julie Foulet – julie.foulet@conseil.publicis.fr +33 6 37 15 42 52
Production
Director: Natanaël Ericsson
DOP: Katelin Arizmendi
Production: Diplomats – Roman Pichon Herrera
Line Producer: Alexia Levy
Prod exe: Oriental
Post Production: Prodigious / Antoine Daubert
Editor: Simon Pontén
Calibrator: Arthur Paux
Sound: Start Rec / Alex Jaffray / Mathieu François / Fabien Cornec
