Renault Belgium: Renault Courtesy Ad, 2

Renault is pleased to give up its place to another vehicle. European week of courtesy on the road.

Like last year, Renault has taken up the cause to toot the horn for the European Week of Courtesy on the Road. And the most courteous act we can do on the road is to give way to others. Like giving up a parking spot. This is literally what Renault is doing – giving up its place in the press. The brand has given up a full page ad in Belgian daily newspapers to VW Golf and to Nissan Juke.

Advertising Agency: Publicis, Brussels, Belgium
Creative Director: Paul Servaes
Art Director: Alain Janssens
Copywriter: Eric Piette
Account Director: Francis Lippens
Published: March 2013

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7 comments

Cristina and Chris's picture
Cristina and Chris
786 pencils

Nice concept! Wonder if VW or Nissan will respond?

kleenex's picture
kleenex
25642 pencils

not bad.

Tero Ylitalo's picture
Tero Ylitalo
583 pencils

Great insight. The explanation actually wouldn't harm if written also in the actual ad: 'Like last year, Renault has taken up the cause to toot the horn for the European Week of Courtesy on the Road. And the most courteous act we can do on the road is to give way to others. Like giving up a parking spot. This is literally what Renault is doing – giving up its place in the press'.

RichardCl's picture
RichardCl
123 pencils

I agree the copy is weak.

I think the copy could be way better still though, than that paragraph:

...it could tie a specific act of courtesy on the road that a viewer of the ad can do, with what Renault are doing with this ad.

Most obvious might be to say wave someone into that last parking space...

And if the copy could help generate the feel-good of doing good, even better...

andylefty's picture
andylefty
4533 pencils

This is madness to me.

advertising ninja's picture
advertising ninja
587 pencils

super disruptive. beautifully competitive.

josskippy's picture
josskippy
9 pencils

Volkswagen has answered (I don't know about Nissan).
http://pinterest.com/pin/180425528794208943/

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