Top Spot of the Week: Joachim Back Directs "Great News" For Renault Scenic, Publicis Italy
A driver reacts to unwanted news from his front seat passenger. But the smart technology of the vehicle they’re in, the Renault Scenic, doesn’t allow the distracted driver to compromise the safety of their commute.
The passenger notes that he’s going to Vegas with the driver’s ex-wife, that they’re getting married, and that she’s pregnant. Each revelation causes the driver to, respectively, speed up, swerve out of his lane, and then not notice some crossing pedestrians ahead. The safety-first technology of the Renault corrects each of the driver’s miscues.
Then the driver strikes back, telling his passenger that he’s going to the wedding with his passenger’s sister.
A voiceover relates, “Let life surprise you--not the road.”
Joachim Back via Italy’s Filmmaster Productions directed this spot, part of the Renault Italy “Great News” campaign out of agency Publicis Italy.
Client Renault Italy Agency Publicis Italy Bruno Bertelli, global chief creative officer, CEO of Publicis Italia Cristiana Boccassini, executive creative director; Francesco Martini, creative director, copywriter; Andrea Savelloni, art director; Mattia Bellomo, strategic planner; Giulia Atzori, producer. Production Filmmaster Productions Joachim Back, director; Jan Velicky, DP; Lorenzo Cefis, exec producer; Nicole Lord, producer. Editorial Francesco Loffredo, editor. Sound Design General Jingles Postproduction Frame by Frame
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