Animal attraction: one of the 206 ads.

McCann-Erickson Manchester has been given the task of capitalising on one of last year’s most popular television advertisements and getting more drivers into Peugeots 206.
The agency, the largest marketing services firm outside London, has created a consumer campaign that will run across a variety of media to hammer home the desirability of the car. To achieve this, creatives Dawn Hoskinson and Lee Manson came up with an Indiana Jones-esque range of executions, challenging consumers to overcome their deepest fears to get to the irresistible car. It utilises the strap-line “What would you go through?”.
Speaking about the campaign, McCann managing partner Richard Barnes said, “The press campaign follows an extremely strong TV commercial (featuring the man so desperate to get a 206 he uses an elephant and numerous crashes to sculpt his own car). We needed to echo the theme of the commercial while delivering a press campaign that stood on its own and was powerful in its own right.”
He added, “The campaign is built on a combination of very strong photography, excellent studio work and themes that touch people at a primal level.”
Peugeot ad manager Steve Lambert said the creative “powerfully demonstrates how desirable the 206 is.” The campaign will run throughout 2004.