As the Renault Group pursues its drive to make electric mobility accessible to all, the Renault Clio automobile now writes a new page in its history by offering a hybrid powertrain.
To launch this new model, Renault and French agency Publicis Conseil designed a delicate, emotionally charged campaign titled “The New Chapter of a Great Story,” directed by Sebastian Strasser via production house Grand Bazar.
The film unveils the bonds of transmission that, over the years, unite a mother and her son; and invites us to share some of the highlights of their relationship against the backdrop of the Renault Clio, the design of which evolves with the shots. Taking us through these moments in life–sometimes funny, moving the other times–we go back in time to the last scene, where the son, now a father, takes his mother and daughter home after a football match in a hybrid Renault Clio.
The Renault Clio is positioned as the ideal car to accompany people throughout their lives.
This long-form piece has debuted in France, with plans to then run in the rest of Europe.
Credits
Client Renault Agency Publicis Conseil, Paris Marco Venturelli, president overseeing creativity; Marcelo Vergara, creative director; Jean-Baptiste Blandin, artistic director; Thibault Froment, copywriter; Sarah Bouadjera, producer; Carine Gailliez, Hortense Isnard, Julia Norbert-Papin, Laurence Hertzberg, Julie Savoure, Xavier Martinet, Isabelle Fossecave, Giovanni Costa, Jean-Guy Saulou, Guillaume Foskolos, Filippo Dell’Osso, Grégoire Verdet, Marie Blineau, Louise Bolzinger, Jérôme Goldman, Hortense Amis, Chloé Frappereau, agency managers. Production Grand Bazar Sebastian Strasser, director; Gaetan Le Goff, producer; Renaud Jaget, production manager. Postproduction Prodigious Christopher Thiery, co-chair; Vincent Brodier, postproduction; Boris Jeanne, sound production. Music A Caged Bird-Imitations of Life ft. Roots Manuva. Jason Swinscoe (25%), Rodney Smith (50%), Dominic Smith (25%), composers; Just Isn’t Music, publisher; Ninja Tune, label.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
