Renault has set a new benchmark in automotive advertising with a campaign that pays tribute to its iconic vehicles while projecting them into an electrified future.
A blend of nostalgia and modernity
Forty years after introducing its famous slogan, “Les voitures à vivre” (Cars for Living), Renault revisits its rich history in a campaign designed to align with modern sustainability challenges. Crafted by Publicis Conseil, the campaign highlights Renault’s fully electric E-Tech range, offering a visual and emotional journey through time.
Far from being a simple update, this campaign bridges Renault’s past, present, and future. It showcases how the brand has evolved to meet the demands of sustainable mobility while staying true to its DNA.
Inspired by the original 1984 film, the new ad immerses viewers in a captivating retrospective. With visuals evoking the aesthetics of various eras—from 1960s Super 8 film textures to the VHS tones of the 1990s—Renault highlights the enduring bond between its cars and their users. Each scene reinforces the idea that Renault vehicles are more than just transportation; they’re lifelong companions evolving with each generation.
Iconic models reinvented for an Electric Era
At the heart of this campaign, Renault showcases four iconic models reimagined as fully electric vehicles:
- Renault 5
- Renault 4
- Mégane
- Scénic
These cars retain their historic essence while adopting retro-futuristic designs and modern technologies to meet today’s drivers’ needs.
- Renault 5: A beloved symbol of the 70s and 80s, now reborn as a fully electric, ultra-connected vehicle, blending vintage charm with 21st-century innovation.
- Renault 4: A timeless favorite, redesigned with a 2025 launch in mind, offering practicality and appeal for a new generation.
- Mégane and Scénic: Known for comfort and versatility, these models complete Renault’s family-friendly and urban-focused electric range.
Renault’s approach emphasizes accessibility, practicality, and driving pleasure while addressing the critical need for sustainable mobility.
A stunning artistic direction
Directed by Rune Milton, the campaign’s film stands out for its meticulous artistic direction. Each era is recreated with stunning attention to detail, evoking a sense of nostalgia while looking firmly toward the future.
The emotional resonance is amplified by a powerful soundtrack: a reorchestration of Robert Palmer’s classic “Johnny and Mary,” performed by Victor Solf and arranged by Start-Rec. This music choice perfectly complements the campaign’s visuals, reinforcing its core message—evolution through continuity.
Sustainability rooted in heritage
This campaign aligns with Renault’s Renaulution strategic plan, which focuses on an ambitious energy transition. Renault is committed to making electric vehicles accessible to all, staying true to its heritage and philosophy: creating cars “for living.”
As Arnaud Belloni, Renault’s Global Marketing Director, explains:
“We are not trying to change how people live with their cars; we are changing the cars themselves to meet today’s challenges.”
Arnaud Belloni
A Promise for tomorrow’s mobility
Renault’s campaign does more than promote its new electric models—it invites reflection on the future of mobility. The brand demonstrates that innovation and sustainability can coexist with heritage and values.
With its ability to resonate with both nostalgic enthusiasts and fans of cutting-edge technology and design, Renault offers a lesson in modernity and durability that promises to inspire the automotive world.
