Naked Communications Melbourne has released an atmospheric TVC for Renault Australia that plays on life’s spontaneity. The Made for the Moment campaign was produced in partnership with VI and Mitchell’s and promotes the addition of a sports wagon and coupe cabriolet to the hatch and RS models.
With the gentle vocals of Melbourne muso Mark Pearl in the background, the commercial follows people in moments of spontaneity, from a girl taking to the ballet stage and a chef creating in the kitchen, to a skier taking off to the snow at the break of dawn.
A competition to win spontaneous experiences built around Renault’s partnerships in dining, theatre and skiing neatly ties in with the TVC.
Naked’s managing director Tom Ward said; “Car advertising often just passively tries to persuade. We wanted to give people an opportunity to really experience the spontaneous living on offer in the Megane range. We’re really proud of what was a great team effort with VI and Mitchell’s.”
Renault’s brand and consumer manager Gina Trench-Thiedeman said; “The Renault Megane is our key range here in Australia. This campaign builds on the tremendous success Renault has had over the last year. We are extremely pleased with the results and how a campaign with lots of moving parts has all come together.”
Naked Communications: Head of Ideas – Simon Veksner. Creative – Tisha Lazaro. Creative – Nick Marzano. Planning Partner – Adam Ferrier. Strategy Director – Melissa Ross. TV Production -Nik Round. Managing Director – Tom WardRabbit Productions, Director – Dael Oates. Producer – Jonas Mclallen
VI: Director – Kieren Redpath. Account Manager – Emily Borg
Mitchells: Media Planning – Leon Sammartino. Digital Planning – Kristie Lawrence