People tell the truth eventually
Many moons ago I was working on another auto account. I sent out a survey to owners and among that was a question about what people look for in a car. They could rank the responses.
Most people responded with something sensible for #1. Fuel efficient or safe; in other words the things we are supposed to say. These were the things that are just the price of admission for an auto maker these days.
The really interesting stuff came out in what people rated #2. Fun to drive. More than half of respondents said they wanted something that was fun as their number 2 priority. Around 20% were actually honest and said they wanted a fun car first.
When you peel off the bullshit we don’t want a safe, fuel efficient car. These days we just expect it to be those things.
What we want is fun.
So, in my opinion, this is conceptually very strong.
I don’t live in a city. I drive an old ute that is neither safe nor fuel efficient but this car looks like it would be massive amounts of fun. If I ever do move to a city, and need something next the ute in the driveway, the Renault Twingo is certainly going to be on my list.
This film isn’t super-strong conceptually, but the quality of the animation more than makes up for that.
Source: Ads of the World
Advertising Agency: Publicis Conseil, Paris, France
Chief Creative Officer / Creative Director: Olivier Altmann
Creative Director 360°: Christophe Perruchas
Art Director: Pascale Gayraud
Copywriter: Fabrice Dubois
Art Director assisting: Agathe Bailly
Account managers: Patrick Lara, Claire Roy Thermes, Jessy Teboul, Hélène Duvoux-Mauguet
Graphic universe and realization: Kuntzel+Deygas
Production company: Add a dog
TV Production: Pierre Marcus, Nathalie Levincent / Prodigious
Legal & business affairs: Carlos Serrano, Elodie Siliart
￼Released: August 2014