Adwatch: Peugeot 206

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Nik Studzinski, Executive creative director, Publicis

September 02, 2004

How long?

1 minute

Adwatch: Peugeot 206 - 'Pepper'

This ad, created by Euro RSCG London, opens outside a smart street cafe. A man in his mid- to late-20s is sitting with his wife (or girlfriend) about to enjoy a pleasant meal, when up rolls a Peugeot 206 and parks beside them. 'I think we should get one of those,' exclaims the man. 'I really want one.' 'How much?' replies his wife (or girlfriend), innocently enough. To which our hero responds by gulping down a bottle of balsamic vinegar (it's that sort of street cafe), followed by olive oil, a mouthful of pepper and a couple of table flowers. 'That much,' he gulps. 'No, I meant how much does it cost?' says the wife (or girlfriend). D'oh! I quite like this ad. I just think I might like it for the wrong reasons.

You see, what I really like is the fact that the agency has tried to do something different for what must have been a fairly run-of-the-mill 'tactical price' brief.

Like it or not, the ad compels you to watch it. OK, so the actual price offer (the important bit) is bolted on at the end, but in my humble opinion, that's preferable to the alternative. The alternative being 30 seconds of price screaming (a tactic dutifully employed in many car commercials).

It's clear that both agency and client understand rule number one of TV advertising. Make them watch, at all costs. Whatever it takes.

How much client money is thrown away on TV advertising that just won't be watched? That doesn't demand to be watched? That doesn't even make an effort to be different or stand out? We should all constantly be trying to give people something they want to watch. Something that stops them changing the channel or walking out of the room. Peugeot has done that, and in that respect I applaud it. The only thing I'm not convinced about is whether people will be glad they watched it.

That brings me to rule number two. Make people glad they didn't change the channel or walk out of the room. I'm not sure this ad does that. The joke is a bit of a groaner and, forgive the pun, but it left a nasty taste in my mouth.

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