This European TV/cinema commercial, although it takes place in a city, is reminiscent of westerns and the well-known scene of a sheriff leisurely patrolling his town, sending the less savory members of the settlement scurrying around corners and into saloons to hideout.
But in this ad, the "sheriff" is a sleek black Peugeot 607 luxury car, and its western territory is a dimly lit city populated by other cars, all of them a drab white color. The Peugeot drives slowly through the streets of the city, while Ennio Morricone’s "Man with the Harmonica," composed for the spaghetti western Once Upon A Time in the West, plays in the background.
Nearby automobiles run for cover, afraid to be seen by the formidable Peugeot. Like rats fleeing to their holes, the scrambling cars roll into various hiding places, quivering with fear. Other cars peek out from garages to see if the Peugeot has passed.
In a climactic scene, the Peugeot finds itself on a roadway overpass, looking out over the deserted city. Underneath that bridge—and directly below the Peugeot—about a dozen other cars are hiding in a row, cowering in fear. One car shakes so violently that its front bumper falls off, alerting the Peugeot to its prey below.
"The Bridge" was directed by Fredric Planchon of Irene, Paris, for agency BETC Euro RSCG, Paris.
The core agency creative team consisted of creative director Remi Babinet, art director Olivier Couradjut, copywriter Remy Tricot and producer David Green.
Guillaume de Bary served as executive producer and producer for Irene. The DP was Patrick Duroux.
The spot was edited by Paris-based freelancer Thierry Hoss.
Jean Clement served as colorist via MPC, London. Audio post mixer/sound designer was Guillaume Le Guen of Capitaine Plouf, Paris.
