Last October, Peugeot launched a new television ad for the launch of its new Peugeot e-208 II, the « city car » that returns with a new and more futuristic generation. On the occasion of its most important launch of the year, the brand unveils an advertising spot that plays on the futuristic positioning of its new « city car » and affirms its vision of tomorrow with its hashtag "#UnboringTheFuture" which is in the heart of its communication.
Indeed, this new 208 offers the freedom to choose between an electric or combustion engine without impacting the car's design; nothing distinguishes the new electric Peugeot from its combustion models. Peugeot wishes to reconsider the electric car market by making its new model a car like any other.
Faithful to the brand's positioning, this video highlights both the thermal versions and the electrical version, but also the technological innovations of the model.
The brand mixes spectators between the past, present and future and "recreates ultra-realistic television images in the INA (Institut National de l’Audiovisuel) style accompanied by documentary dubbing such as Arte..." according to Antoine Choque, Betc's executive creative director. Peugeot is renewing its communication by integrating children who speak out, in a retro 60s setting, explaining their vision of the car of the future. A luminous signature with three claws, Peugeot 3D i-Cockpit, electric motorization... The brand highlights the various innovations of the model.
This decision not to make any difference on design is also a strategy to expand its target, convince and reassure that the e-208 is a 208 like any other. This campaign therefore reminds the old era and brings serenity and simplicity. The innocent and creative discourse of children also brings freshness to automotive discourse. This television ad reflects "the image of the new Peugeot: intergenerational, global and popular", says David Martin Angelus, creative director of the Betc agency.
Discover the new TV spot: