Euro RSCG unveils 307 launch ad for Peugeot.(Euro RSCG Wnek Gosper, Peugeot S.A.)(Brief Article)

Euro RSCG Wnek Gosper is launching the Peugeot 307 with an epic cinema and TV advertisement.

The agency is attempting to position the 307 as a stylish family car for drivers who don't want to compromise their individuality and self-expression. The 60-second ad is backed by the Labi Siffre track (Something Inside) So Strong.

The ad opens with a shot of a doctor getting out of his 307 in a remote and spectacular mountain location. The doctor rushes into a cabin where a woman is going through a difficult birth. The action freezes and the words "A driver is not just a driver" appear on the screen.

The ad continues through a series of vignettes where the viewer sees various people expressing different aspects of their personality and identity. These include a prisoner painting behind bars and then a man kissing his partner as the words "A husband is not just a father" appear. The ad finally cuts back to the doctor from the opening scene who has successfully delivered the baby. The screen freezes on a shot of the baby and the words: "A person is not just a statistic" appear. The screen cuts to black to show the words: "307 is not just a number".

The ad breaks nationally in cinemas from 1 June during the blockbuster Pearl Harbour. It launches on TV from 21 June. The copywriter is Mark Wnek and the art director is Ollie Caporn. The director is Anthea Benton and the production house is Partizan Midi Minuit. Media planning and buying is through ...