NEW RENAULT CAPTUR E-TECH FULL HYBRID, PUSH IT TO THE LIMIT

Publicis Conseil

More than 10 years ago, Renault shattered the codes of the B segment by infusing Captur with the DNA of a "car for living". Building on its success, with over 2 million vehicles sold, Captur continues to stand out from the crowd. It's even more in tune with the times, with a new, more assertive design, a full hybrid E-Tech engine, and OpenR Link with integrated Google. This is an opportunity for the brand and its agency, Publicis Conseil, to write a new chapter in the saga.

Renault had already made its mark with its latest Captur E-Tech campaign, "Use it wisely". A car manufacturer that advocates energy sobriety and invites its customers to use their cars less, in favor of walking or cycling, was a small revolution and proof of the manufacturer's commitment to the energy transition.

Continuing the story that began 2 years ago, Publicis Conseil has come up with a new campaign: Push it to the limit.

These limits are the messages that advertisers and brands used to push to make consumers want to buy their cars. Those were different times.

The film is a parody of the car advertisements of the 70s, 80s and 90s, when the car was seen as a weapon of seduction, power and absolute cool.

All this is done with a mischievous nod to the Renault ads of the time, as iconic models and scenes are recreated. Fans will recognize the R19 cabriolet, the R17, the R 25 baccara and the R21 2L Turbo in the cast.  They'll also appreciate the image treatment and the "Push it to the limit" soundtrack borrowed from the iconic 80s film Scarface.

Discover the film here : https://youtu.be/n6r7r-Ahfts 

If the brand is showing that it has come to terms with its past, it is also proving that it has been able to evolve and respond to current concerns.

The transition to the present is made by zooming out to reveal a sculpture made from old television screens. The New Renault Captur E-Tech passes in front and continues on its way, signifying that the past is behind it.

The modernity of the camera shots underlines that of the Renault Captur's design and highlights the benefits of the E-Tech full hybrid engine: in town, it saves up to 40% fuel, can be driven electrically up to 80% of the time and has a range of up to 1000 km.

In addition to its engine, the new Renault Captur asserts its personality with new, more athletic and dynamic proportions. The completely transformed, horizontal front end is both graphic and technological, giving it a strong stylistic identity.

And let's not forget the move upmarket in terms of technology, with the OpenR link multimedia system from Google integrated: Google Maps navigation, voice control with Google Assistant and more than 50 applications available with Google Play. A first for this segment.

Arnaud Belloni, Renault World Marketing Director, said:

"This film is an advertising item that shows that Renault is not denying its past, the brand is firmly rooted in the present and aware of the issues facing its fellow citizens. Today, the majority of French people need their car every day, but they also want to do more to protect the planet's resources. When some people think that the car is part of the problem, we show that it can be part of the solution.”