Creative in association withGear Seven

Peugeot Middle East Showcases the Power of Allure in Brand Campaign

Advertising Agency
Dubai, United Arab Emirates
Science & Sunshine launches brand manifesto video featuring the region’s hottest cultural trendsetters

Peugeot Middle East today launched its new Power of Allure campaign featuring four of the region’s hottest cultural trendsetters. Developed with Dubai-headquartered independent creative advertising agency, Science & Sunshine, the campaign includes a brand manifesto video running now across digital and cinema in UAE and KSA. Four additional films with standalone segments dedicated to each of the culture shapers - Saud AlTurki, Chndy, Ajwa Al Joudi and Raha Moharrak, all paired with an alluring Peugeot vehicle - will be launched over the next four weeks. 

The film continues the comeback of the Peugeot brand in the region, reinforcing and accelerating the expansion its network, and elevating its customer experience while showcasing its current line up and design sensibilities through the 3008, 508, 208 and e-2008 models. Research done by Mckinsey around the automotive customer experience suggests that millennials will represent more than 45 percent of the potential car-buying cohort in 2025, thus forming the largest new-car-purchasing demographic. This campaign embodies Peugeot's understanding of the region’s first generation of integrated-mobility customers, realizing their preferences and adapting to them.

The campaign video invites audiences to ‘Be a Lion’ and draws comparisons between Peugeot and the four ambassadors: ‘Top of the food chain’ in their respective fields, showing their ‘unbridled power’ and ‘effortless confidence’. Each personality is invited to expand on their understanding of ‘allure’ – the new global brand positioning for Peugeot.

Commenting on the launch of the Power of Allure campaign, Rakesh Nair, Managing Director, European Brands at Stellantis Group said: “For launch of our brand manifesto, we wanted to make a local film, featuring local talent, for local audiences - creating emotional and authentic connections with region’s youth. It was important to Peugeot to show allure, emotion and excellence through an association with individuals who not only embody those qualities intrinsic to our vehicles but are also culturally relevant. With this campaign, we have been able to highlight those essential elements in Peugeot's DNA - sharp design, instinctive driving pleasure and uncompromising quality – in a compelling narrative that allows us to present these remarkable European vehicles in a way that resonates with the region”.

Driving the award-winning 3008 SUV, one of Peugeot's bestsellers, with its one millionth model rolling off the production line in November 2021, is Saud AlTurki, music producer and artist, with followers from across the region. Like the 3008, Saud exudes strength, confidence, and charm, with his own successful LA-born label, Brij Entertainment, helping to showcase his talents.

Taking to the streets in the 508 saloon is Chndy, an energetic filmmaker, director and photographer. The 508 and Chndy are unique, unconventional, and always ready for adventure. Just as this creative guru might find himself shooting one day, DJ’ing the next, the 508 has many guises, perfect as an executive or family car, and even available as PSE performance model, and an estate.

The 208 city car is known for its sporty silhouette and clean lines, and like Ajwa Al Joudi, the sharp and intuitive Saudi journalist and MBC 1 host, who guns for her dreams and steps out of her comfort zone to inspire other young Arab women, has its own distinctive style. But just like Ajwa, the 208 is capable, a force to be reckoned with, unafraid to defy convention, and an inspiration to others. Just as this elegant reporter is driven and is always the one behind the wheel of her success, the 208 always ensures that the journey to any destination is fun, daring and exciting.

Then Raha Moharrak, the youngest Arab and first Saudi woman to have climbed Mount Everest, is driving the e-2008 compact electric SUV. Raha is known for her determination, as well as her sense of adventure, and like the e-2008, with its impressive performance and range, has proven her capabilities. With Raha’s love of nature and the outdoors, and the e-2008 offering zero tailpipe emissions, the two are a perfect pairing.

Ash Chagla – chief creative officer at Science & Sunshine said: “Working on this campaign, it was essential for us to demonstrate the allure, sensation and distinction of the PEUGEOT brand and its fleet of vehicles. Each of these vehicles embodies unique individualities that were further amplified by the carefully selected ambassadors, as well as the engaging narrative that was curated for each talent and vehicle to highlight their similarities and demonstrate the power of Allure”.

The campaign was produced by Stoked Films, executive producer, Rita El Hachem, directed by Alvaro Stoker, DOP; Santiago Cantillo, and edited by David Zavadescu (Cold Cutz).

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