Embarrassment is the emotion in a series of ads which feature family faux pas in the new Peugeot campaign by Saatchi & Saatchi Johannesburg. Designed to promote sales of Peugeot's family vehicle range, the campaign concept works around the fact that even though you can't choose your family, you certainly can decide on the car you drive them around in.
"The concept is simple and the target market can all relate well to the situations depicted. At one stage or another, most people have been in an uncomfortable family situation where they were either the embarrassed party or the cause of humiliation. The campaign highlights that even though you can't choose your family, there is solace in being able to choose your family car," says Rajesh Ranchod, Creative Director for Saatchi & Saatchi.
The television commercial entitled 'Peugeot Family Values' features a young mother and her six-year-old daughter riding in an elevator with five other passengers. The daughter emulates a noise of someone passing wind and disgustedly looks up at her mother, saying 'Sis Mommy!', quietly smiling to herself, satisfied with her successful prank. The print ad shows a young red haired boy picking his nose while holding a parent's hand, with the same pay off line.
The art director for this campaign was Olivia Tesson and the copywriter Lawrence Katz from Saatchi & Saatchi Johannesburg.
