Publicis has created a series of humorous press and radio ads for Renault vans, showing the vehicles’ drivers as sensitive souls. It is the biggest campaign Renault UK has run for its commercial vans and marks a change in strategy for the French car maker, which has in the past used advertising to laud its products’ reliability.
The campaign, which breaks this month, seeks to create an emotional bond with the drivers of Renault vans. Each execution ends with the line: “We love you guys”.
The campaign consists of seven print executions and six radio ads. Three products are showcased – the Kangoo, Trafic and Master. The print ads depict drivers posing proudly next to their vans, while holding a tool of their trade aloft. The radio ads star comedian Marcus Brigstocke.
Media planning and buying is through Carat.