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Euro RSCG Wnek Gosper has heaped even more sex and sensuality into

its latest work for Peugeot, in a pounds 4 million campaign for the 306

which breaks at the end of this week.

The new ad launches the remodelled Peugeot 306 family hatchback, and

continues the agency’s three-year-old strategy: ’Why let the fun stop

when the family starts?’

The 306 execution again centres on the physical relationship between a

husband and wife. It opens on an attractive woman getting up in the

morning, leaving a figure in her bed to roll over lazily and continue

sleeping.

She walks to the window and watches a young man in torn jeans as he

energetically washes the Peugeot 306 in the yard below. He gets

increasingly wet and sweaty, working the soap into a suggestive

lather.

Downstairs in the kitchen, the two early risers meet and get even more

steamed up, until they are at the point of making love on the kitchen

table. Suddenly, they are interrupted by a shout from her child - and

the soapy hero turns out to be her husband.

The ad was created by a junior team - Jane Brooks, a writer, and Joe

Hosp, her art director - who joined the agency in December. It was

directed by Lawrence Dunmore of Great Guns.

Peugeot is targeting car buyers in their late 20s and early 30s who have

young families and a limited budget but need a spacious car. Mark Wnek,

the executive creative director of Euro RSCG, said: ’Because the 306 is

largely a practical choice, it is important to give buyers the chance to

see themselves as still attractive and stylish.’

The Peugeot 306, which is the French car manufacturer’s best-selling

model in the UK, reached sales of nearly 60,000 last year in this

country.

It is the third-biggest seller in the light car sector behind the Ford

Escort and Vauxhall Astra.