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Peugeot harks back to boy racer 205 era in launch campaign for new 208 GTI

Back in the day I recall a certain media agency that rewarded its more valued eager beaver time buyers with a Peugeot 205 GTI. Trouble was, they kept driving them into walls and things, thereby leading to lots of damage to persons and property (and stratospheric insurance premiums – this was the hard-nosed game of media, after all).

That was 30 years ago it seems (ouch, can’t be that long surely) but Peugeot is re-entering the boy racer business with the Peugeot 208 GTI and agencies BETC and Havas Dusseldorf hark back to that era in this launch campaign. The 205 looks rather weedy but that was then. Minis in those days were actually small, you might recall.

All complete nonsense (with a cheesy finish) but executed with admirable gusto. A new windfall for the insurance companies beckons.

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205 betc boy racers havas dusseldorf launch campaign peugeot 208 GTI

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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