Peugeot Film The Toys by BETC Euro Rscg Paris

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The Toys

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Industry Cars
Media Film
Market France
Agency BETC Euro Rscg Paris
Released October 2003

Awards

Golden Award of Montreux 2005
Tv Automotive Gold Medal

Credits & Description

The new 407 : Latin body, Germanic soul ; a surreal world where everything we know about cars today has changed – and radically

The 407’s advertising story unfurls around the return to a real automotive-centred message – a renaissance of sorts, brought about by the advent of a new generation of cars.
Context

The Peugeot 407 succeeds the 504, 405 and 406 in Peugeot’s key lineage – family saloons – a segment which has evolved substantially in step with the German “descent” of Mercedes, Audis and BMWs.
The 407 rides on the success of the 406, going even further in a clear challenge to German quality and design benchmarks.

New advertising codes for Peugeot

After the upmarket-executive 607, the 407 has tapped into all the ingredients that have made Peugeot’s main campaigns so successful. This style began with the campaign by BETC Euro RSCG in (year), ‘Braking’, that blended the 406’s technical superiority with Latin style: the 406 braked so efficiently that the whole town moved beneath the road.
Then in January 2004, the 607’s prowling feline silhouette in the BETC Euro RSCG –signed spot ‘The Bridge’, reduced every other car to quivering prey.
Philosophy/Solution

Now, the 407’s superior technology prompts us to look closely at what cars really promise: Underlying the campaign style is the intention to present Peugeot as a prominent – yet universal – brand. For the 407 campaign was created in Paris and will be used in all the 407’s target markets.
BETC Euro RSCG has signed an outstanding film which demanded a huge production budget.
Title "The Toys (French)"
Original Title "Les Jouets"
Agency BETC Euro RSCG
City Paris
Production Company: Wanda Productions
Advertiser Peugeot
Brand Name Peugeot
Product Name 407
Business Sector Cars
Date of First Publication 6/4/2003
Market World
Country of Production France
Language French
Type Television & Cinema
Length 60 seconds
Creative Director Rémi Babinet
Art Director Eric Holden
Copywriter Rémi Noël
Director Philippe André
Agency Producer Simon Chater-Robinson, David Green, Carole Casolari
Account Manager Raphaël de Andréis, Olivier Pluquet, Claude-Jean Couderc, Dominique Le Moine, Jean-Philippe Martzel
Advertising Manager Olivier Hervio, Didier Richard, André Chérid, Erick Dazza, Jean-Christophe Midey, Nathalie Lemaître, Valérie Depincé