PARIS, FRANCE – Forty Years Later, Renault and Publicis Conseil imagine the sequel to the Iconic “Les Voitures à Vivre” ad, fully connected to our era by highlighting the entire E-Tech electric range.
For over 125 years, Renault has been meeting its customers’ mobility needs. As a pioneer in creating “voitures à vivre,” the brand has designed vehicles that are both popular and innovative. With its strategic plan, Renaulution, Renault is paving the way for a more sustainable future by offering a complete range of iconic 100% electric E-Tech vehicles, including:
- Renault 5, the electric POP icon
- Renault 4, the most versatile electric vehicle in its class, set for release in 2025
- Megane, the high-tech compact car reinventing driving pleasure
- Scenic, the family-friendly electric vehicle designed for free-spirited travel
The brand’s new ad campaign takes the form of an immersive journey through time, paying homage to its 1984 film “Les voitures à vivre.” That innovative campaign focused on the driving experience and the joy of everyday life in a car rather than technical specifications. Today, Renault reimagines four of its icons: the R5, R4, Megane, and Scenic. These ultra-modern, 100% electric “retro-futuristic” vehicles are equipped with technologies designed to be human-centric and accessible.
The new campaign draws a parallel between the vehicles and slices of life from the past that feel straight out of the 1984 film, alongside new contemporary scenarios featuring the latest electric range. It invites viewers to travel through eras and societies, transitioning seamlessly from the original lineup to the new E-Tech electric range.
Renault designs vehicles connected to its customers’ needs and today’s challenges, enabling drivers to maintain their habits without compromise. Shot with a constant left-to-right tracking shot symbolizing the passage of time, the ad transports viewers across decades using a distinct visual treatment for each era. From the nostalgic grain of Super 8 cameras for the 1960s to the retro hues of VHS recordings in the 1990s, every sequence authentically captures the spirit of the period when Renault’s iconic models left their mark on automotive history.
The result is an emotionally rich story that illustrates Renault’s ongoing evolution to meet the needs of each generation.
The legendary track “Johnny and Mary” by Robert Palmer has been reorchestrated for the occasion by Start-Rec, featuring vocals by Victor Solf.
Arnaud Belloni, Global Marketing Director of Renault, said: “With this film, we wanted to show that there’s no need to change the way we live with cars—only the cars themselves. Renault constantly innovates to meet today’s needs and challenges.”
The film is on air on television and social media since December 22 in France.
