Point, Click and Hold: Peugeot’s Novel Ad Campaign Makes Users Concentrate on Their Computer Screens

Ever see one of those stupid competitions where a group of people try and see who can keep their hands on a car or a truck the longest, and the person who does actually wins that car or truck?

If you haven’t, there’s a documentary called Hands on a Hard Body that covers this in detail, but suffice to say it’s like watching American Idol if all the contestants were unemployed hicks and weren’t required to do anything but stand up there on stage.

So French carmaker Peugeot, never being one to shy away from reinventing something old for the internet age, took the concept and turned it into an interactive webpage.

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Peugeot Creates Interactive Print Ad with an Inflatable Mini Airbag for the 408 Sedan

This past February, Peugeot launched the four-door sedan variant of its 308 series in the Brazilian market as the new 408. In one of its first advertising campaigns for the car, the French carmaker wanted to communicate the compact-sized model’s safety features, namely the availability of six airbags with eight protection points.

Peugeot turned to the creative people of the Sao Paulo-based advertising agency Loducca who came up with an interactive print ad for the 408. The company used a supplier from China to create 50,000 mini airbags, which were then inserted in one of Brazil’s most reputable business magazines, the Exame.

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Belmondo’s Chase Scene from Le Professionnel (1981)

Georges Lautner’s 1981 action-thriller Le Professionnel is about a French Secret Service agent betrayed by his employers and left to rot in an African prison camp. After breaking out and returning to his native France, the agent (played by Jean-Paul Belmondo) begins plotting his revenge against the people who set him up. In this scene, Belmondo is attempting to outfox the French Secret Service agents following him.

Belmodono’s car is the red Fiat 131 Supermirafiori while his rivals are driving a black Peugeot 504. There are a couple of 180 degree turns, a handful of nice pit manoeuvres and the prerequisite shot of the Eiffel Tower for the non-Gallic viewers. The chase eventually moves to the grounds of the Palais de Chaillot, where we discover just how overused that, “driving a car down some stairs,” thing was before Jason Bourne got around to it.

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