Agency Network: 
November 2009

Renault: Ink

Film advertisment created by Saatchi & Saatchi, Italy for Renault, within the category: Automotive.

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

Comments (13)

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bobby666's picture
Activity Score 1460

simple concept executed brilliantly. applause.

morse's picture
Activity Score 18024

Decent idea, but it's a bit boring and the speed up at the end is silly.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

talkingisfree's picture
Activity Score 2712

Boring idea executed like 20 years ago.

maxcomuni's picture
Activity Score 62

nice idea but terrible ending

John van de Vorstenbosch's picture
John van de Vor...
Activity Score 216

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.

sirvan's picture
Activity Score 29860

Agree 1000%. Shame. Creative Director failed on this one.


"I love some things, and don't love some other things."

jackmancer2017's picture

Fresh idea on fuel efficiency. Well done.

bubblestheclownfish's picture
Activity Score 614

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.

WillyLatasa's picture
Activity Score 616

Deberian hablar de su producto sin necesidad de criticar a la competencia, no?

"Bright ideas bring better results"

bubblestheclownfish's picture
Activity Score 614

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.

kgenextreme's picture
Activity Score 19

simple... felt nice... good execution.. and the comparison in the end support the fact.. 10/10 ad

Peter66's picture
Activity Score 718

Old stuff...

Paloma's picture
Activity Score 531