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Peugeot 208: Everyone Needs a Hand in The City
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BETC Paris and Peugeot have joined forces with 9x World Rally Champion and Peugeot driver Sebastian Loeb in a comical campaign that proves that even pro drivers need a hand with the tough challenges of city driving. In a self-aware parody of classic car advertising, the commercial sees a cocky Loeb refuse to show off the 208's features, driving the voice-over to the brink of madness. In the end, however, Loeb's arrogance is his own undoing, as his unwillingness to use the features results in a mistake, leaving the voice over triumphant. The spot smartly alludes to four of the 208's specific city technologies, Active City Brake, Reversing Camera, Cruise Control, and Park Assist, without showing off any of them, and this twist was one of the keys to landing award-winning director Gary Freedman.
BRAND MANAGEMENT: Jean-Philippe IMPARATO, Thierry LONZIANO, Nuno MARQUES, Nathalie LE MAITRE, Nathalie BERGERET-GERBAUD Related
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