Car manufacturer Peugeot is showcasing its new electric vehicle range with a television campaign centred around its iconic lion emblem.
Created with Accenture Song and directed by multi-award-winning director Henry Hobson, the sleek 60-second spot shows a lion’s statue in Paris, a digital animated lioness in Tokyo, and a lion contained within Rio de Janeiro street art. All are awoken by electricity.
Set to a reinterpretation of Steppenwolf’s iconic “Born to be wild”, it transitions between real and abstract worlds as it showcases the firm’s entire electric range.
The global campaign will span TV, print and digital with a focus on Peugeot’s key markets, beginning in France this month before rolling out elsewhere.
Accenture Song EMEA chief commercial officer Adam Kerj said: “To us PEUGEOT is an exceptional brand where creativity, pleasure and technology drives progress. Few brands have such a rich history of innovative thinking and iconic design, and to be part of launching undoubtedly the most alluring, wild range of electric cars by bringing these lions to life across the world is a proud moment for everyone on this passionate team.”
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It will also be teased across social media, in a move which will see the iconic Peugeot lion removed from its logo across all social media accounts. Peugeot will collaborate with content creators and platform owners to ramp up the mystery around the lion’s disappearance.
This will be followed by surprise fake out-of-home stunts in a French and Italian city, set to leave passers-by’s shocked as they witness lion’s leaving their monuments.
“With this electrifying new campaign, we wanted to captivate global audiences by awakening the lion spirit that has defined PEUGEOT for generations,” said head of marketing Phil York.
“From Paris to Tokyo, our emblem takes on new life as we lead the charge into a sustainable future. We celebrate the completion of our full electric line-up – the widest in Europe – and demonstrate the pleasure and excitement that comes from driving our electric models.”
