FRANKFURT - Renault's ad campaign for the new Clio uses comic-book drawings to emphasis the small car's power.
The car debuted at the IAA in Frankfurt and went on sale in France, September 16. Germany, Austria and the Netherlands get the car starting September 23.
The idea for the Clio's ads came from Publicis Worldwide, the Paris-based agency credited with the Renault Modus' campaign that uses the tagline "Don't act so grown-up."
Car buyers in Germany have rewarded Renault's improved spontaneity by making the small minivan the brand's No. 3 seller so far this year in Europe's largest market. At 16,972 units through July the Modus has outsold Renault mainstays such as the Twingo and soon-to-be-replaced Clio.
Publicis's ads, which poke fun at growing up, also earned the company "The Campaign of the Year 2004" from German industry magazine Kontakter.
Volker Selle, managing director of Publicis's Frankfurt office, says his goal is to make people perceive Renault as the industry's the most creative carmaker.
"Creation is anchored in Renault's DNA," Selle said, referring to the carmaker's brand positioning as the createur d'automobiles.
Publicis has been working with carmaker since the 1970s. The firm's founder, Marcel Bleustein-Blanchet, established his agency in Paris in 1926 and was the first to use radio as an advertising medium. When the government banned advertising from the airwaves, he founded the first French private broadcaster.
The company's other customers include Nestle, Deutsche Telekom and Procter & Gamble.