Renault's bold rugby campaign unites heritage and high-energy ambition
Renault has launched a new advertising campaign celebrating its partnership with the French Rugby Federation. The campaign highlights shared values between the carmaker and the national rugby team, focusing on progress through reflection. It features key players and the team's manager in a high-energy visual style.
The campaign stars rugby figures Damian Penaud, Mickaël Guillard, and manager Fabien Galthié. Their involvement ties into the theme of learning from the past to move forward—a philosophy central to both Renault and the team's approach. The soundtrack, Clubbed to Death (Kurayamino variation) by Rob Dougan, adds intensity, having gained fame through The Matrix.
Renault's creative push aligns with major rugby events, ensuring broad visibility. The ads appear on television, digital platforms, and social media across France and Europe. This timing maximises engagement with rugby fans during key tournaments. The campaign also ties into Renault's wider strategy of reinventing classic models like the Renault 5, Renault 4, and Twingo. By modernising these vehicles, the company aims to cut its carbon footprint while honouring its heritage.
The partnership reflects a shared belief that progress requires reflection. Renault's campaign runs alongside the team's ongoing development, reinforcing both brand and sporting ambitions. The ads will remain visible throughout the rugby season, reaching audiences across multiple platforms.
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