Saatchi & Saatchi raids Peugeot creative

Creative agency Saatchi & Saatchi is launching the Peugeot Grand Raid: a mini multipurpose vehicle (MPV) using largely magazine and outdoor media. The vehicle is the only one of its kind in the 4 x 2 class, which has a Limited Slip Differential, equipping the mini MPV with more off-road ability than competitors. Targeting parents of young children who love the outdoors, Saatchi & Saatchi have selected women's and men's magazines and ideally suited outdoor sites to heighten awareness of the multi-functional vehicle.

'Find what ballet lessons and fishing trips have in common', 'Because life's as enjoyable down a dirt road as in the fast lane', and 'The view's better from down here' (for airport specific outdoor) are three of the headlines used to advertise the Peugeot Grand Raid. Rajesh Ranchod, Creative Director, Saatchi & Saatchi, says that the client brief was specific. "We were tasked to direct communications largely at people around 35 years of age and particularly for 'down to earth' parents who spend a lot of time with their kids and are a close family unit with real family values."

To portray the vehicle's practicality, the agency presented the idea of combining everyday fetching and carrying of kids with the allure of the outdoors to drive home the message. Moms and Dads with two small kids and perhaps, a dog to add to the equation, will fully grasp the advantage of owning a Peugeot Grand Raid. Dads will love the specifications of a five-seater vehicle fitted with Limited Slip Differential, the highest ground clearance in its class, manual sliding doors and the extra thick 3mm protective panel under the engine block, while the aesthetic look, spaciousness and functionality will appeal to Moms.

The creative team behind these ads are art director Alison Stansfield and copywriter Louis Maass.