Clio I 1990
The power of red
By now, the fifth generation Renault has been in showrooms for years, accompanied by its own publicity. How did that work for the first Clio in 1990?
Since 1963, Publicis has been Renault's regular advertising agency. The company adopted a completely new approach in the 1960s to which several Renault executives had to get very used to. But the agency got it right.
Campaign
When the first Clio arrives in 1990, this model under a new name is supposed to make two generations of Renault 5 forget it. The small car was maturing at that time so the campaign had to exude power.
Teasers
Publicis does this by using a bright red colour and applying it to a red mouth, an egg and a muscular person, all of which are rendered as the 'transformers', robots from children's films in particular that transform into a vehicle or other form, which were very popular 20 years ago. All teasers, as only after unveiling will the Clio be shown.
