Agency Network: 
November 2009


Film advertisement 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
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bobby666's picture

simple concept executed brilliantly. applause.

Activity Score 1462
RMG Connect, India
morse's picture

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

Activity Score 18159
Art Director |

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

talkingisfree's picture

Boring idea executed like 20 years ago.

Activity Score 2712
Art Director
maxcomuni's picture

nice idea but terrible ending

Activity Score 62
John van de Vorstenbosch's picture

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.

John van de Vor...
Activity Score 216
Copywriter at Hansnel Group
sirvan's picture

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

Activity Score 29856


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

jackmancer2017's picture

Fresh idea on fuel efficiency. Well done.

bubblestheclownfish's picture

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.

Activity Score 606
Creative Director
WillyLatasa's picture

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

Activity Score 614
Art Director at |

"Bright ideas bring better results"

bubblestheclownfish's picture

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.

Activity Score 606
Creative Director
kgenextreme's picture

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

Activity Score 19
Graphic Designer at Webchutney Studio Pvt. Ltd
Peter66's picture

Old stuff...

Activity Score 718
Paloma's picture


Activity Score 531
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