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We’re all used to car adverts with sweeping shots of a sports car driving at high speeds around tricky corners, or families piling into hatchbacks. They are so common that we almost tune them out. Renault had to find a way to overcome this motoring advert fatigue. They decided to create an advert that used humour and singing to produce a memorable advertisement that listed the benefits of the new model.
By incorporating music into their advert, it became more memorable than its rivals. The injection of humour also made it stand out from the crowd. It broke the schema. This is an advert that was fun to watch. It uses surprise and humour to make its point. It’s very tongue in cheek and has a very catchy song. The audience was very clearly defined and the campaign was executed perfectly.