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Nov-2002
Peugeot HDi: the Hollywood Connection
Recently Peugeot launched a major press campaign through The
Square promoting their range of diesel vehicles.
The objective was to defend Peugeot's pre-eminent position in
the diesel market against challenges from Ford and Volkswagen.
In order to achieve impact in fleet publications saturated with
ads from big-spending rivals, we have created a campaign that
abandons the conventions of diesel car advertising.
Instead of the traditional car photography, the ads feature
striking portraits of what at first glance appear to be screen
legends Sean Connery, Clint Eastwood, Marilyn Monroe and Humphrey
Bogart, but who are in fact look-alikes.
The copy points out that the famous will always have imitators
and that when it comes to diesel Peugeot's superior HDi
engine is the genuine article.
Fleet News editor Paul Clark was highly impressed by the campaign,
stating: "We don't actually have an advertising award in
our Annual Fleet Industry Awards, but I now think we should."
View Peugeot Work |
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