Renault tells you not to drive its latest hybrid

'Unprecedented choice' campaign by the advertiser comes as French law encourages car-owners to make fewer journeys

Published On
Mar 04, 2022

Editor's Pick

Renault's latest ad represents a bold move for a car brand—it's telling people not to drive its latest model.

It's actually a unique play to promote the brand's hybrid vehicle, the Renault Captur. It arrives as France anticipates new legislation (the Mobility Orientation Law) aimed at reducing the use of the car for daily journeys and encourages people to use other means of transport, such as bicycles, instead.

While other EV advertisers have flaunted their vehicles' climate-friendly credentials, the French brand's new TV spot plays with viewer expectations by depicting car owners looking as if they are about to jump into their shiny vehicle. Instead, they hop on a bicycle or take a stroll.

In one scenario, a man gets up and heads out of the house. He goes into his garage but comes out on a bike, leaving his Renault Captur E-tech hybrid untouched. Another scene sees a couple of women running towards their car in the rain; turns out they're only grabbing an umbrella. And in a third, a mother encourages her two kids to walk, even though they clearly want to get into the car.

The film, created by Publicis Conseil and directed by Natanaël Ericsson via Diplomats, is set to a cover of Shania Twain's love song "You're Still the One," underlining the idea that while we may still own a car, and indeed love it, perhaps we know it's not right to use it all the time.

"I wanted a bold approach, in line with the times," said Renault's Global Chief Marketing Officer Arnaud Belloni, in a statement. "For the first time, we are proactively suggesting to our customers not to use their car all the time, an unprecedented choice in the automotive industry."


Mar 04, 2022
Client :
Agency :
Publicis Conseil-Paris
Advertiser Manager :
Arnaud Belloni
Advertiser Manager :
Laurent Aliphat
Advertiser Manager :
Hortense Isnard
Advertiser Manager :
Xavier Hourdeau
Agathe Bousquet
President overseeing creativity :
Marco Venturelli
Creative Director :
Marcelo Vergara
Art Director :
Yves-Eric Deboey
Copywriter :
Mathieu Degryse
Account Manager :
Hugues Reboul
Account Manager :
Grégoire Verdet
Account Manager :
Gaelle Morvan
Account Manager :
Laurent Enet
Strategic Planning :
Didier Tavares
Strategic Planning :
Marion Le Forsonney
Director Renault Tv production :
Caroline Petruccelli
Agency Production :
Nathalie Levincent
France PR Contact :
Héloïse Mathon
International PR Contact :
Julie Foulet
Director :
Natanaël Ericsson
Katelin Arizmendi
Production :
Production :
Roman Pichon Herrera
Line Producer :
Alexia Levy
Prod exe :
Oriental Post
Post Production :
Post Production :
Antoine Daubert
Editor :
Simon Pontén
Calibrator :
Arthur Paux
Sound :
Start Rec
Sound :
Alex Jaffray
Sound :
Mathieu François
Sound :
Fabien Cornec

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