Peugeot Plays Again

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Peugeot - 'End of Game'
Peugeot - 'End of Game'
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How does an exhaust-huffing videogame driver relax off the track? Cruising in his Peugeot 407, of course, on the cool, composed drive home along the ocean after a crazy day at work. Or so suggests the latest joint effort from BETC Euro RSCG and Euro Worldwide for Peugeot, which, like Coke's "Videogame" stays in the visual world of a game but leaves the thematic boundaries behind. Chugging along to the electro hit "Waters of Nazareth" by French duo Justice, machinima drivers are interrupted mid-race by the videogame player's doorbell. The gamer pauses to get the door (the only live action in the spot) while back in the game universe the protagonist racer calls time and the drivers walk off the track, doffing their racing suits and heading to the parking lot, where the hero hops into his Peugeot and cruises homeward along the coast road (stopping for a "Transformer"-like pedestrian at the end). The tagline, "playtime is over," is the same as earlier effort "The Toys," but as they say, the game done changed.
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