BETC Paris and Peugeot have joined forces with 9x World Rally Champion and Peugeot driver Sebastian Loeb to promote the new 208 model, proving that even pro drivers need a hand with the tough challenges of city driving.
The new ad partially parodies the classic car ads that boast new system, as cocky Loeb refuses to use the features at his disposal, driving the voice over mad.
In the end, however, Loeb’s arrogance is his own undoing, as his unwillingness to use the features results in a mistake, leaving the voice over triumphant.
Creative Director, David Martin Angelus, commented the new ad: “What makes the ad so real is that Lewis, the voice over actor, and Sebastien Loeb were really listening to each other throughout the whole shoot. There were moments we had to cut because they couldn’t stop laughing.”
The work marks a new step in the relationship between Peugeot and their long-time agency BETC Paris, as it’s the first campaign created under an entire new team led by Remi Babinet and Antoine Choque (ECD of all the Lacoste work).
