Renault has launched its latest campaign ‘The Getaway’ starring brand ambassador and legendary French striker Thierry Henry for its sponsorship of Sky Sports’ coverage of the Premier League.
Shot in the style of a classic getaway movie, Thierry Henry plays the role of ‘The Transporter’ whose mission is to help football fans ‘Get to the Game in Style’. Thierry and his Renault rescue fans from the everyday commitments such as doing ‘the big shop’ or going to the gym to get them back in time to watch the football on Sky Sports, whether at home or the local pub.
The campaign created by Publicis•Poke features two 60-second & 30-second films titled ‘The Big Shop’ and ‘Game Over’ that when cut-down serve as idents broadcast during 128 live games and various non-live programming across the 2019/20 Premier League season on Sky Sports.
The campaign is supported by hand illustrated movie posters inspired by classic cinema that make the cars themselves the heroes. The posters, that also feature Thierry Henry, will run in print, social and online on SkySports.com.
The ident titled ‘The Big Shop’ features Renault’s Megane R.S., with ‘Game Over’ featuring Renault’s new Clio V model.
The films were directed by 32 through Pulse Films* with award-winning Sean Bobbitt (‘12 Years a Slave’ and ‘Widows’) as the campaign’s director of photography.
Adam Wood, Marketing Director – Groupe Renault UK and Ireland said:
The renewal of our partnership with Sky Sports is about celebrating the dedication of football fans to be part of the game. Football fans show a zest for life, a desire to succeed and a spirit of togetherness, and will try to be at the game no matter what.
Dave Monk, Executive Creative Director – Publicis•Poke:
We’ve all been there, there’s a big game on telly but you’ve got something equally big on that you can’t escape; Your sons ballet class, your daughters best mates 9th birthday, or that big weekly shop. Take one beautiful Frenchman, a couple of brand spanking new Renaults, a legendary directing / cinematographer combo and a cracking soundtrack, and you’ve got a visual feast that should get footy fans revved up for the new footy season
Renault and Thierry Henry share a history going back to 2002, when the then-Arsenal player signed for Renault to create the fan-favourite series of ‘Va Va Voom’ adverts. The adverts certainly left a lasting impact on the British public. In 2004, the phrase ‘Va Va Voom’ was added to the Concise Oxford English Dictionary, and in the years since their original broadcast the adverts have regularly featured in lists of classic car ads.
Thierry Henry enjoyed a 20-year long professional playing career, in which he made nearly 800 appearances. He has played for clubs across the world including Monaco, Juventus, Arsenal, FC Barcelona and New York Red Bulls. English fans will best remember him for the eight years he spent at Arsenal, werehe scored 228 goals in 376 games and won two Premier League titles, three FA Cups, four Golden Boots and two player of the year awards. He became the greatest goal scorer in the clubs history and was an integral part of the club’s iconic “Invincibles” team of 2003/04. He remains France’s all-time leading international goal scorer, having scored 51 goals for his country as part of teams that won both the 1998 World Cup and UEFA Euro 2000.
Publicis•Poke for Renault UK – Renault Sky Sports Sponsorship
Clients: Adam Wood, Olivia Kaye, Chriso Antoniou
Executive Creative Director: Dave Monk
Group Creative Director: Colin Byrne
Senior Creative Team: Andy Thirsk & Matt Comras
Planners: Calvin Lyon & Will Elliot
Business Director: Stuart Pond
Account Director: Abby Fox
Account Manager: Luke Cox
Head of Film Production: Colin Hickson
Agency Producers: Emma Havard-Jones, Joss Haynes
Media Buying Agency: MGOMD
Production Company: Pulse Films
Production Company Producer: Shirley O’Connor
DOP: Sean Bobbitt
Editor: Ten Three
Post-Production Company: Time Based Arts
Audio Post-Production Company: Factory
Illustrator: Sam Gilbey