Peugeot has announced the launch of its ‘Drive Away Happy’ campaign with a new ad, voiced by Life on Mars and Mad Dogs star John Simm.

The ‘Just Add Fuel’ ad was produced by animation specialists BlinkInk as part of a campaign devised and created by EURO RSCG London.

OMD was responsible for the media planning and strategy of the campaign.

Morgan Lecoupeur, UK marketing director for Peugeot, said: “2012 is set to be a year of regeneration for the Peugeot brand with several exciting new product launches on the horizon including the world’s first diesel electric hybrid car and the hugely anticipated new 208.

“What better way to start than with an optimistic campaign that emphasises the positive emotions associated with driving a new car. In John Simm we have found a talented, credible and instantly recognisable personality and voice, and we look forward to working with him in 2012 as we move the Peugeot brand forward.”