Renault Megane Sportour: Ink
High Bandwidth | Low Bandwidth | Mobile
Advertising Agency: Saatchi & Saatchi, Italy
Creative Directors: Agostino Toscana, Alessandro Orlandi
Deputy Creative Directors: Luca Lorenzini
Copywriter: Luca Lorenzini
Art Director: Luca Pannese
Production Company: Kapsel Productions
Director: Luca Perazzoli
Aired: November 2009
13 Comments
simple concept executed brilliantly. applause.
Decent idea, but it's a bit boring and the speed up at the end is silly.
What hath God wrought
Boring idea executed like 20 years ago.
nice idea but terrible ending
Agree with the following: Good (not great) idea, but executed poorly. Could've used a creative solution in stead of a fast forward to save time.
Agree 1000%. Shame. Creative Director failed on this one.
+++
"I love some things, and don't love some other things."
Fresh idea on fuel efficiency. Well done.
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There's always a danger that mentioning competitors actually makes them viable contenders and worth consideration - in this case another model may not get the same fuel economy, but a better appointed interior may negate that in the consumers' minds. Now you've name dropped and given the consumer an option. Focus on the one brand, and that brand only. Would have been much more effective if we saw the pen writing a feature list for the car (how well it is appointed) that runs out of ink at each point, and THEN when we get to fuel economy, it goes on and on and on... Would make for a shorter, more targetted ad that also informs on the other points.
Deberian hablar de su producto sin necesidad de criticar a la competencia, no?
"Bright ideas bring better results"
Generally speaking, any time a product name is mentioned, it is acknowledging it as a contender. If you say "My car gets better fuel economy than any other in its class", that's a claim that doesn't name drop and gives no one free publicity. From a branding perspective name-dropping is (in most cases) not a good idea.
simple... felt nice... good execution.. and the comparison in the end support the fact.. 10/10 ad
Old stuff...
bad