SHORT SYNOPSISPUBLICIS CONSEIL HAS CONCEIVED ITS NEW CAMPAIGN: "PUSH IT TO THE LIMIT." THESE LIMITS ARE THE MESSAGES ADVERTISERS AND BRANDS PUSHED TO ENTICE CONSUMERS TO BUY THEIR CARS.
THIS NEW CAMPAIGN FEATURES A PARODY OF AUTOMOBILE ADVERTISEMENTS FROM THE 70S/80S/90S, WHEN CARS WERE CONSIDERED WEAPONS OF SEDUCTION, POWER, AND ULTIMATE COOLNESS. ALL THIS, NOT WITHOUT A MISCHIEVOUS NOD TO RENAULT'S ADVERTISEMENTS OF THE TIME, AS ICONIC MODELS AND SCENES ARE PRESENTED.
THE TRANSITION TO THE PRESENT IS MADE THROUGH A ZOOM-OUT THAT REVEALS A SCULPTURE MADE OF OLD TELEVISION SCREENS. THE NEW RENAULT CAPTUR PASSES BY AND CONTINUES ITS JOURNEY TO SIGNIFY THE PAST IS BEHIND IT. FOR THIS CAMPAIGN WITH A STRONG ARTISTIC DIRECTION, PUBLICIS CONSEIL CALLED SOLDATS AND ITS DIRECTOR RODRIGO SAAVEDRA, KNOWN FOR HIS CRAFT, ATTENTION TO DETAIL, AND ALWAYS INNOVATIVE DIRECTION. HE PERFECTLY CAPTURED THE ADVERTISING CODES OF THREE DECADES, THROUGH DECOR, STYLING, LOOK, CAMERA MOVEMENT, OR ACTING. PROUD TO HAVE BEEN AWARDED NUMEROUS AWARDS FOR THEIR PREVIOUS RENAULT CAMPAIGN "THE STORE" (CLIO, ONESHOW, EUROBEST, CICLOPE, CRESTA, EPICA), SOLDATS AND RODRIGO HOPE TO MAKE AN IMPACT WITH THIS NEW SPOT.
EXTRA CREDIT 1ART DIRECTOR : CLÉMENT PALOUZIER
EXTRA CREDIT 2LINE PRODUCER : JULIEN BERLAN
EXTRA CREDIT 31ST ASSISTANT DIRECTOR : DIDIER MALLET
EXTRA CREDIT 4POST-PRODUCERS : ULYSSIA MARCHAIS & GREGOIRE GIRAL
EXTRA CREDIT 5PRESIDENT IN CHARGE OF CREATION: MARCO VENTURELLI
