Fact: Kittens are extremely adorable! The internet knows it, agrees on it, and actively fuels this phenomenon because, well, no human being can get enough of their silliness. Skipping a cat video is unthinkable, which is why they’re the rulers of the internet. They’ve earned the title fair and square.
Lately, though, they’ve expanded their reign beyond the online world. From taking over the streets of London in a DREAMIES™ initiative to, more recently, invading the automotive industry as part of Peugeot‘s strategy to revive the sedan segment. According to the automaker, this category has gradually fallen asleep under the growing popularity of SUVs.
To reawaken this segment and put the iconic PEUGEOT 308 and 308 SW models into focus, the French automaker launched “Kittens,” a campaign featuring a plethora of kittens as protagonists. Each feline, in all its almighty cuteness, embodies a car, contributing to the film’s storyline with a fair dose of cuteness.
Directed by Julien Martorell and Quentin Garabedian of HAMLET and Buddy Films, the spot flips the traditional automotive narrative and presents the adorable, purring, harmless cats acting like cars in a city: trapped in traffic jams, waiting for the green lights, or “charging” their batteries.
Everything seems monotonous, predictable, and calm — just like the sedan segment. Until the Peugeot 308 completely changes the dynamics of the day. Emerging like a lion, the 308 model steals the spotlight. The kittens instantly recognize the authority of the vehicle: With its sleek lines, confident stance, and the new illuminated grille, crowned by the emblematic lion logo, the 308 roars… while the rest purrs.
The campaign debuted in France on January 11 and is set to roll across Europe in the upcoming weeks. Conceived as a 360° campaign, “Kittens” is expected to reach out to the public via TV, press, digital, print, and CRM.
CREDITS
Brand: Peugeot
Production: HAMLET
Directed by: Julien Martorell and Quentin Garabedian
