I know it's a couple of weeks old now (hey, I've been busy!) but the new Renault Megane campaign is easily the best thing the brand has done since the days of Papa and Nicole.
The TV ad sets up the scenario, and the full video and site that await online are excellent.
It draws you in, taking elements of Borat and fusing it with both boring English culture and our perceptions of French culture. A funny, engaging, story that you can get absorbed in for the entire 12 minutes. The casting is perfect, the setting is perfect, the setups are well done at all times: "Menton has lots of seafood restaurants, Gisburn has one fish van, and only on Thursdays."
Let's face it, in an age where we are lucky to get a minute of someone's time. To get 12 is asking a lot, but this ad will get it from many people. It was so good I put it on for most of our agency at a creative showcase; they loved it.
A while ago I mentioned the build up to the new Renault ad with Eric Cantona. I hoped it would be the start of some good work for Renault, and remind us why even those of us who hated (at the time) Man Utd liked the Frenchman.
Well after that I never saw or heard a peep about the actual ad.
Which given the nature of it is hardly surprising. It looks pretty dull, and is effectively a feature list.
I don't think it is the best use of Monsiour Cantona, but he does make it work. The exaggeration of the selling just about comes through, and the play on his personality is pretty nice.
Nothing amazing, but its a damn site better than what Renault have done recently. I hope they keep improving though, as this only worked because of good casting.
One of my favourite Nike ads from W+K there, but I am perhaps even more pleased about the Frenchman's latest ad-venture.
After a year or two of terrible ads (this week's Campaign Turkey for one, last years 'Ad Pit Winner of Worst Ad of 2008 for another) Renault finally look to be heading in the right direction again.
If I ask you to name great Renault ads you will almost certainly say one of two:
1. Papa & Nicole 2. Theirry Henry - Va Va Voom
Both great campaigns that really demonstrated what we love about the French, whilst avoiding the things we hate! Yet, since then the brands work has been missing something, a certain style, flair, passion. Which for a French car brand is terrible. They had lost... well, their Va Va Voom.
But Cantona is back tonight, and this time its in a Renault; and for one I am really really hoping that this campaign makes the endorsement work. Because if there is one ex-player of recent times who exhibits French flair at its very best, its Cantona.
Not only did this ad fail to make me notice how nice the new Megane is, it put a huge doubt in my mind about the entire brand. "Remember when you said you'd never buy a Renault?" ... No. I didn't, but now i'm not sure where that came from... who said it? Why wouldn't they buy one?
It's also a bit patronising and a little bit insulting about how we live our lives. But this gets the award for singlehandedly scaring me away from a brand. Quite a remarkable achievment for an I've only seen three times.
Runners Up: DFS - Rockstar
Patronising, irritating, cringeworthy, throw your sofa at the TV to make it go away annoying. If it hadn't been so good at catching the bland AOR rock shitegeist it would have won...
By the way, actual quote from the band: "You know you've made it when your song's in a fucking sofa commercial" ... Not a DFS sofa commercial mate.
Runners Up: Iceland - Cold Outside
Wow. This is bad, so bad it goes beyond being 'so bad its good' and into 'so bad its horrific'. Only saved from worst ad of the year because it at least attempts to play it silly, and without Kerry in it might have worked. Jason and the Nolan aren't that bad, but Kerry just proves that she can't cut it with acting or singing showstyle.
Runners Up: Gillette - Tiger Thierry Tennis Bloke
2 ads for the proce of one.
A cheesy sports montage followed by a crushing barrage of unhindered sales pitch, beating you over and over the head with its desperate pleading for you to buy a more profitable a better razor than the Gillette one you have strong brand loyalty with already.
Three expensive sportsmen joining in the fun makes it even more of an assault on the eyes and ears.
Saved from winning for two reasons: 1. They are still better than the 'dad razor for xmas' ad from a year or two ago. 2. Thierry Henry is a footballing legend and I'd hate him to win worst anything.
Perhaps ironically, Thierry was spokesperson for the last great Renault ad. The man has va va voom. Maybe the two could get back together and save themselves from ad hell...
