The new Renault campaign starts like a generic car ad with seductive music, slick cinematography and soft light filters but soon descends into a comedy with wet willies and slips.
The tongue-in-cheek campaign developed by Naked Communications is promoting the new Clio model.
It will run across cinema, TV, out-of-home and digital. There was also an activations component at Fashion Week and Vogue's Fashion Night Out which invited people to take 'selfies' of their less-than-serious side.
Renault marketing director David Henderson said: “We've injected a little self deprecating humour into this campaign to offset the sexy European styling of the new Clio. We like to be stylish and stand out, but we also don't want to take ourselves too seriously.”
Naked head of ideas Simon Veksner said: “So many brands these days think you have to show true perfection to connect with the audience, but this can't be further from the truth. When you have a brand as sexy as the Renault Clio, the last thing you want to do is be completely serious about it.”
