Crash test (commercial)

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Crashtest is a German commercial from 2005 thatpromotedthe French automobile brand Renault . It was part of a campaign aimed at highlighting the high level of safety of Renault models. On display are crash tests with stereotypical foods of different nations. The spot was shown both in cinemas and on television and also went viral on the Internet. He has received several awards from the advertising industry.

content

The one-minute spot shows slow-motion shots of four crash tests with different, oversized-looking foods that represent different car-producing countries. First, a driving veal sausage that Germany represents a wall and shattered. It is similar with a Japanese sushi roll. Also for Sweden standing crispbread breaks. Finally, a French baguette is tested, with the setting similar to that of the white sausage. Instead of breaking, it is only pressed in on the front and then returns to its original shape. This is followed by the slogan in white lettering on a black background: “The safest cars come from France.” Then you see the intact baguette again, which is illuminated by headlights and turns. The Renault logo is displayed, the background turns black and the slogan “Createur d'Automobiles” appears under the logo. This is followed by an indication of the good performance of eight Renault models in the Euro NCAP crash test.

The spot is musically accompanied by the chanson J'attendrai (German: "I will wait") by the French singer Rina Ketty from 1939.

Creation and publication

In 2005, Renault had eight models on offer that had received five stars in the Euro NCAP crash test, making it the manufacturer of the safest cars in Europe. However, surveys had shown that German consumers found Renault models less safe than models from German or other foreign manufacturers. A security advertising campaign should change that.

The Hamburg advertising agency Nordpol + was commissioned to develop the spot . Element e took over the production , directed by Silvio Helbig. France was actually supposed to be represented by a frog that jumps on a pane and then hops away unharmed. For this, five tree frogs were hired by animal trainers, but they did not jump as it was necessary for the recording. The reason for this should have been the heat at the location caused by the very bright headlights. For this reason, the baguette was chosen.

The spot was initially shown in German cinemas in the third quarter of 2005. Around the same time, the film began to be distributed virally over the Internet . By December 2005, it had been viewed 1.5 million times on YouTube alone . Due to the positive response from cinema viewers, the spot was also shown on German television from December 25th. In April and May 2006 he returned to the cinemas.

In 2007, Renault continued the advertising campaign with two more commercials. While the eight Renault models, which were awarded five stars, appeared in Ballet as “The safest ensemble in the world”, the collision spot picked up on the idea of ​​a crash test . This time you see people colliding with each other. While this looks very painful with the Japanese sumo wrestlers, the dancing, Swedish women in traditional costume and the Bavarian men at the Schuhplattler , France is represented by an elegantly dressed couple who are kissing. The slogan was: "The best protection in a collision comes from France."

rating

Crashtest won several advertising awards. The spot received the Client Award for the best television advertisement in 2006, which is presented by the magazine Kontakter of the Werben & Sell publishing house . At the Art Directors Club festival , the spot won gold in the “ Audiovisual Media / TV spots” category . The jury for the Advertising Yearbook named it Spot of the Year 2006. The spot has also won awards at international festivals, such as the Cannes Lions International Advertising Festival and the New York Festivals.

The humor of the commercial was particularly praised. Martin Eisend and Alfred Kuß, who research marketing in the field of marketing, described it as a “successful example of intense humor in advertising”. However, the consistency of the baguette has been criticized in the media. Fresh wheat bread would be crumbled in the same way as crispbread, but the old, limp baguette from the spot would be a bad symbol for your own product.

Economically, the spot is viewed as a success. Renault's reputation for safety and the intention to buy a Renault have increased significantly among German consumers during the period in question.

literature

  • Barbara Caemmerer: The planning and implementation of integrated marketing communications . In: Marketing Intelligence & Planning . tape 27 , no. 4 , 2009, p. 524-538 , doi : 10.1108 / 02634500910964083 (English).

Web links

Individual evidence

  1. ^ Barbara Caemmerer: The planning and implementation of integrated marketing communications. 2009, p. 529.
  2. ^ Barbara Caemmerer: The planning and implementation of integrated marketing communications. 2009, pp. 526-527.
  3. ↑ Renault safety: "Crash test". In: Art Directors Club website. Retrieved September 26, 2019 .
  4. ↑ a b Advertising theme safety: Labber bread instead of a tree frog. In: Spiegel Online . December 8, 2006, accessed September 26, 2019 .
  5. ^ Pia Krix: Marketing Top 2005 - Renault commercial: Five crash test stars for a baguette. In: Automobilwoche. December 19, 2005, accessed September 26, 2019 .
  6. ^ Barbara Caemmerer: The planning and implementation of integrated marketing communications. 2009, p. 531.
  7. ^ Barbara Caemmerer: The planning and implementation of integrated marketing communications. 2009, p. 535.
  8. ↑ Renault and BMW win client awards. In: dasauge.de. March 29, 2007, accessed September 26, 2019 .
  9. ↑ The megaphone winners at "JdW" have been determined. In: kress.de. January 25, 2007, accessed September 26, 2019 .
  10. ^ Barbara Caemmerer: The planning and implementation of integrated marketing communications. 2009, p. 534.
  11. ↑ 2006 International Advertising Awards Winners Credits. (PDF; 1.4 MB) In: Website of the New York Festivals. P. 20 , accessed on September 26, 2019 (English).
  12. ↑ Martin Eisend, Alfred Kuß: Use humor successfully in communication . In: Tobias Langner, Franz-Rudolf Esch , Manfred Bruhn (eds.): Handbook of communication techniques. Basics - innovative approaches - practical implementations . 2nd Edition. Springer Gabler, Wiesbaden 2018, ISBN 978-3-658-04652-1 , p. 343–354 , here: 348 , doi : 10.1007 / 978-3-658-04653-8_24 .
  13. ↑ Bernd Matthies: Gold for creative minds. In: Der Tagesspiegel . March 26, 2006, accessed September 26, 2019 . Funny Renault advertisement without a car: crash test for food. In: Focus . October 13, 2005, accessed September 26, 2019 .
  14. ^ Barbara Caemmerer: The planning and implementation of integrated marketing communications. 2009, pp. 531-534. Franz-Rudolf Esch, Alexander Fischer: Convincing comparative advertising . In: Tobias Langner, Franz-Rudolf Esch, Manfred Bruhn (eds.): Handbook of communication techniques. Basics - innovative approaches - practical implementations . 2nd Edition. Springer Gabler, Wiesbaden 2018, ISBN 978-3-658-04652-1 , p. 485–502 , here: 492 , doi : 10.1007 / 978-3-658-04653-8_19 .