2012 Results

CAT 20 - Radio Advertising (RA)

BRONZE

Publicis Brussels (BELGIUM)

Renault/Dacia , "Courtesy Day" Campaign
"Chivalry", "Buddy", "Pal" & "Courtesy"
20-03363-RA
 

Agency (city): Publicis Brussels

Creative Director(s): Paul Servaes

Copywriter(s): Wim Corremans, Alex Gabriëls

Production Company (& City): Bar1 (New York)

Worldwide Creative Director: Erik Vervroegen

Associate Creative Directors: Tom Berth, Geert De Rocker

Agency Producer: Katie Kelly

Account Director: Francis Lippens

Account Managers: Jonas De Wit, Julie Oostvogels

Strategic Planners: Tom Theys, Annemie Goegebuer, Henk Ghesquière

Sound Engineer: Joe Barone

"Chivalry"

Short explanation

Renault and Dacia are two car brands of the Renault Car Group. Road safety has always been key to the brand. Since aggression on the road more and more ends in serious fights and injuries, Renault Car Group wanted to pay special attention to this on 22nd of March, European Day of Courtesy on the Road.
Renault Group did something never done before on radio. Their two car brands Renault and Dacia fought for the same media space, just like drivers would fight for the same parking space.
The first 3 ads of this series were aired in the week before European Day of Courtesy on the Road, during rush hour. They showed drivers how ridiculous impolite and aggressive road behaviour is.

Transcript

SFX: the music for a Renault ad begins

Female voice: The Renault Clio with interior styling…

SFX: music for a Dacia ad

Male voice: The Dacia Duster, a 4x4 that…

Woman: Excuse me, but I was here first.

Man: Yeah? Whatever I reserved this spot before you sweetheart.

Woman: And they say chivalry is dead.

Man: I think it killed itself when it saw you coming.

Woman: Funny.

Man: Women selling cars (He imitates her) Renault Cliooo…

Woman: I do not sound like that!

Man: Let me show you how it’s done sugar (then begins to read his script again) The Dacia Duster, a 4x4 that…

Woman: The Dacia Duster, blah blah blah.

Man: Grow up!

Woman: You grow up!

Man: Go bleach your mustache!

Woman: At least I have one.

Man: I’ve got one!

VO (calm): Remember, the March 22nd is Road Courtesy Day.
Supported by the Renault group.

Woman: Why don’t you ask for directions because this isn’t your commercial!

"Buddy"

Short explanation

Renault and Dacia are two car brands of the Renault Car Group. Road safety has always been key to the brand. Since aggression on the road more and more ends in serious fights and injuries, Renault Car Group wanted to pay special attention to this on 22nd of March, European Day of Courtesy on the Road.
Renault Group did something never done before on radio. Their two car brands Renault and Dacia fought for the same media space, just like drivers would fight for the same parking space.
The first 3 ads of this series were aired in the week before European Day of Courtesy on the Road, during rush hour. They showed drivers how ridiculous impolite and aggressive road behaviour is.

Transcript

SFX: the music for a Dacia ad begins

Male voice 1: The Dacia Logan, the affordable family car…

SFX: music for a Renault ad

Male voice 2: The Renault Laguna, an exceptional sedan with…

They interrupt each other

Man 1: HE-llo! Didn’t you see me there?

Man 2: In case you didn’t notice buddy my music started before yours.

Man 1: Just because you started first, that gives you the right to cut me off?!

Man 2: Get lost. Let me do my commercial. I’m working!

Man 1: The big man is doing a Laguna coupé ad, so he can look down on us.

Man 2: You’re jealous, aren’t you?

Man 1: You know what they say… big car, little--

Man 2: Yuppie wannabe.

Man 1: Am not!

Woman: Guys! What’s with the commercial gridlock? I’ve got a Twingo ad back here!

Man 1: Are you kidding me?

Man 2: Wait your turn lady!

All three talk at the same time

Fade

VO (calm): Remember, March 22nd is Road Courtesy Day.
Supported by the Renault group.

"Pal"

Short explanation

Renault and Dacia are two car brands of the Renault Car Group. Road safety has always been key to the brand. Since aggression on the road more and more ends in serious fights and injuries, Renault Car Group wanted to pay special attention to this on 22nd of March, European Day of Courtesy on the Road.
Renault Group did something never done before on radio. Their two car brands Renault and Dacia fought for the same media space, just like drivers would fight for the same parking space.
The first 3 ads of this series were aired in the week before European Day of Courtesy on the Road, during rush hour. They showed drivers how ridiculous impolite and aggressive road behaviour is.

Transcript

SFX: the music for a Renault ad begins

Male voice 1: The new Renault Scenic a multipurpose vehicle that…

SFX: music for a Dacia ad

Male voice 2: The Dacia Logan Van; all the qualities of a van…

They interrupt each other

Man 2: Hey Hey Hey! What are you doing?

Man 1: Can’t you just shift your Scenic ad back a bit?

Man 1: Sorry, dude, but I saw this spot first!

Man 2: Oh so Dude, you see a spot and suddenly it belongs to you?

Man 1: What’re you going to do? Stop me from taking it?!

Man 2: It’s too small. You wouldn’t even get in there with a Modus ad!

Man 1: Clearly you’re the expert on small sissy.

Man 2: Don’t call me sissy Pal.

Man 1: Don’t call me Pal Bud.

Man 2: Don’t call me Pal, Jerk!

VO (calm): Remember, the March 22nd is Road Courtesy Day.
Supported by the Renault group.

"Courtesy"

Short explanation

The 4th and last ad was aired on Road Courtesy Day, the 22nd of March.
They finally understood, and ended their dispute in a courtesy manner.

Transcript

SFX: the music for a Renault ad begins

Female voice: The Renault Clio, with interior styling’s…

SFX: music for a Dacia ad

Male voice: The Dacia Duster, a 4x4 with the power…

Woman: Oh, hello.

Man: I’m sorry, did I cut you off?

Woman: No, that’s alright please go ahead.

Man: No, you were here before me.

Woman: Now, I clearly side swiped you.

Man: Nope, ladies first…

Woman: No, I insist.

Man: Alright

Both together: The Renault Clio/ The Dacia Duster.

Man: We just can’t seem to get this thing right.

Woman: Go ahead, there’s only a couple seconds left.

They start again at the same time

Woman: Renault Clio…

Man: The Dacia Dust…

Laughter

VO: Today is Road Courtesy Day, supported by the Renault group.

Man: You have the right away.

Description

Renault and Dacia are two car brands of the Renault Car Group. Road safety has always been key to the brand.
Since aggression on the road more and more ends in serious fights and injuries, Renault Car Group wanted to pay special attention to this on 22nd of March, European Day of Courtesy on the Road.
Renault Group did something never done before on radio. Their two car brands Renault and Dacia fought for the same media space, just like drivers would fight for the same parking space.
Aired during rush hour, it showed drivers how ridiculous impolite and aggressive road behaviour is.
The week before European Day of Courtesy on the Road, Renault and Dacia harassed each other in 3 different commercials.
On the 22nd of March, they finally understood, and ended their dispute in a courtesy manner.
It’s impossible to measure the results of this campaign. We cannot tell you if people were less aggressive on the road during this week. Still, a well written and highly amusing radio concept with two car brands arguing, brings a smile to every driver listening to this commercial. And we’re pretty sure that happy drivers are less tempted to aggression than others. So yes, this campaign was effective.