Renault’s new ad campaign from Publicis Conseil Paris takes the form of an immersive journey through time, paying homage to its 1984 film “Les voitures à vivre.” That innovative campaign focused on the driving experience and the joy of everyday life in a car rather than technical specifications. Today, Renault reimagines four of its icons: the R5, R4, Megane, and Scenic. These ultra-modern, 100% electric “retro-futuristic” vehicles are equipped with technologies designed to be human-centric and accessible.
This film–directed by Cole Webley via Big Productions–draws a parallel between the vehicles and slices of life from the past that feel straight out of the 1984 film, alongside new contemporary scenarios featuring the latest range of electric vehicles. It invites viewers to travel through eras and societies, transitioning seamlessly from the original lineup to the new E-Tech electric range.
Shot with a constant left-to-right tracking shot symbolizing the passage of time, the ad transports viewers across decades using a distinct visual treatment for each era. From the nostalgic grain of Super 8 cameras for the 1960s to the retro hues of VHS recordings in the 1990s, every sequence authentically captures the spirit of the period when Renault’s iconic models left their mark on automotive history.
The result is an emotionally rich story that illustrates Renault’s ongoing evolution to meet the needs of each generation.
The legendary track “Johnny and Mary” by Robert Palmer has been reorchestrated for the occasion by Start-Rec, featuring vocals by Victor Solf.
The film is on air on television and social media in France.
