New Peugeot 508 goes Western in its new worldwide campaign, signed by BETC

Ads, Creativity

After the commercial success of its latest models (2008, 308, etc.), Peugeot is launching the new Peugeot 508 with a campaign created by BETC, reviving one of the brand’s most notable films from the early 2000’s.

BETC peugeot 1

The film « Western », directed by Wilfrid Brimo and produced by Wanda, revisits the mythic 607 film « Feline », and uses captivating black and white cinematography. It features a group of Peugeot 508s overlooking the construction of a new highway from a parking garage in the oppressive heat of the desert, waiting for it to be finished so they can take the road and conquer the new territory that lies in wait.

BETC peugeot 2

The striking concept was rolled out through a worldwide multimedia campaign. The film, released internationally September 10th, is accompanied by a new website “Unlock the Road”, which allows users to see the film through a different angle and have access to exclusive and interactive content such as unedited scenes. The new Peugeot 508 also debuted in the press, outdoors and in web banners earlier this

BETC peugeot 3

Three years after the launch of the high end grand tourer, Peugeot is introducing a major revolution for the model with more assertive styling for more character. The updated Peugeot 508 also bears the new grille, emblematic of the brand’s future models, more economical and efficient engines, and all of the latest in high-tech innovation. The new Peugeot 508, with its signature “The road is its territory », is
sure to break new ground in the grand tourer segment.

BETC peugeot 4


Automobiles Peugeot – Guillaume Couzy, Stéphane Levi, Nathalie Le Maitre, Mathilde De Vorges – Brand Management


  • CD:Rémi Babinet
  • Peugeot CD: Vincent Behaeghel
  • Agency Management: Henri Tripard, Julien Grimaldi, Vittorio Lucchini Gilera, Pierre-Jean Giroud
  • Strategic Planning: Guillaume Martin, Maria Galleriu, Sarah Lemarie
  • Trafic: Céline Laporte


  • Art Director: Damien Binello
  • TV Producer: Thibault Blacque-Belair, Lisa Budin
  • Rights Negociater: Céline Mace


  • Title: Peugeot 508 2014
  • Composition: Franck Hedin
  • Publisher: Green United Music
  • Production House: Wanda
  • Producer: Claude Fayolle
  • Post-Production Supervisor: Olivier Glandais
  • Director: Wilfrid Brimo
  • Casting: Bjorn Blomquist, Angel Mordoche, Joseph Pastor, Carlos Alvarez, Stefan Haublein


  • AD: Ludovic Labayrade
  • Assistant AD: Juliette Courty
  • Copy: Antoine Lenoble
  • Art Buyer: Christine Lefers
  • Rights Negocieter:Amandine Carmona
  • Photographer: Patrick Curtet
  • Production House: Cream Paris
  • Producer: William Blanc

Media Plan Press / Outdoor


  • Digital Project Management: Anne-Laure Weulersse,Edouard Nicoleau, Jean Delpech, Nicola Anzoni
  • Copywriters: David & Tiampa
  • AD: Thomas Hugheney
  • Production House: Wanda
  • Production Studio: 60 FPS
  • Media Plan: Web