From 5 August, Peugeot’s new style television commercial promoting the 206 will be seen by satellite and terrestrial TV audiences across the UK.
Breaking away from Peugeot’s previous advertising style, this new advertisement provides a highly original ‘alternative’ approach to car advertising. Instead of showing beautiful scenery and driving shots, the commercial focuses on an old Morris Oxford* (see note) that gets ‘re-designed’ and turned into a 206 look-alike by a young man who dreams of owning one and impressing the girls. The feel-good factor at the end of the film reinforces the message that the 206 is the car to be seen in.
Dean Drew, advertising director at Peugeot says: "We wanted to create an entertaining film to demonstrate the lengths people will go to, to be seen in a 206. The tongue-in-cheek advert is one we hope will make the audience smile, and become widely talked about."
The commercial has already achieved cult status with e-mail clips circulating around the web well before its UK screen debut.
The 206 was first launched in the UK in 1998 and is Britain’s best-selling retail car. It is manufactured at PSA Peugeot Citroen’s plant at Ryton in Coventry.
The commercial was shot in India and will be used across Europe. It receives its first screening on ITV at 9.15pm on 5 August 2002.
* The car is known as a Hindustan Ambassador in India, but based on a Morris Oxford from the 1950s.Published 29 July 2002