Peugeot Film Everyone Needs a Hand in The City by BETC

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Everyone Needs a Hand in The City

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Industry Cars
Media Film
Market France
Agency BETC
Chief Creative Officer Remi Babinet
Creative Director David Martin Angelus
Art Director Erika Reyes
Copywriter Nicholas Bakshi
Production La PAC
Director Gary Freedman
Released May 2018

Credits & Description

Alternative title: Even Sebastien Loeb Needs a Hand in The City
BRAND: PEUGEOT
BRAND MANAGEMENT: Jean-Philippe IMPARATO, Thierry LONZIANO, Nuno MARQUES, Nathalie LE MAITRE, Nathalie BERGERET-GERBAUD
AGENCY: BETC
AGENCY MANAGEMENT: Henri TRIPARD, Tiphaine DU-PLESSIS, Nabila RAKIBI, Emilie GRIMALDI
CHIEF CREATIVE OFFICER: Rémi BABINET
CREATIVE DIRECTOR: David MARTIN ANGELUS
ART DIRECTOR: Erika REYES
COPYWRITER: Nicholas BAKSHI
STRATEGIC PLANNING: Guillaume MARTIN, Adrien TORRES
TRAFFIC: Céline LAPORTE
RIGHTS NEGOTIATION: Sophie SANCHEZ
TV PRODUCER: Thibault BLACQUE-BELAIR
PRODUCTION COMPANY: LA PAC
SOUND PRODUCTION: GUM GREEN UNITED MUSIC
SONG NAME: “DUCH 208 LOEB”
COMPOSER Antoine Duchene
EDITOR: Green United Publishing
DIRECTOR: Gary FREEDMAN
HEAD OF PRODUCTION: Erwan COLLAS
DOP: JO WILLEMS
ACTORS: Sebastien LOEB, Lewis MC LEOD
Published: May 2018
Synopsis:
BETC Paris and Peugeot have joined forces with 9x World Rally Champion and Peugeot driver Sebastian 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 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 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.