'Too hot for TV' Clio ad revives Nicole and Papa
Renault has revived its Nicole and Papa characters in an online ad campaign that features scantily-clad men and burlesque dancers.
The ad campaign, designed to encourage test drives of the new Clio, shows drivers activating the fictional “va-va-voom” feature in the car to set in motion a street performance.
Renault filmed the reactions of people genuinely taking a Clio for a test drive when they are interrupted by dancers, a romantic couple and the Nicole and Papa characters, to create what it calls an “experiential ad”.
Two versions of the ad launch online this week - one featuring topless male dancers and the other featuring women. Renault hopes the ads will go viral.
Matt Lamprell, Renault digital brand communications manager, says: “We were really keen to find a way to showcase the New Clio in an innovative and exciting way online and we feel we’ve managed to achieve that with this campaign.
“New Clio is a stylish, attractive model that appeals to a wide audience - and we hope these videos will do just the same, helping extend the reach of our more traditional launch communications.”
The ads, created by Unruly, are part of a wider launch campaign created by Manning Gottlieb OMD.