Iconic Ads: Renault Twingo – It’s Up to You to Create the Life that Goes With It
The Twingo’s story is one of innovation, courage, and joy. As it danced into consumers’ hearts, it wasn’t just selling a car but a way of life.
It was 1993, a year overshadowed by the Gulf War and its economic uncertainty. Yet amidst the sombre backdrop, Renault introduced a car that was anything but bleak. This car, bursting with cheerful colours and rounded lines, was destined to stand out from the austere, conventional vehicles of the time. Its name? Twingo—a playful contraction of “twist,” “swing,” and “tango.”
The car was the brainchild of Yves Dubreil and designed by Patrick Le Quément, Renault’s then-director of industrial design. A daring departure from tradition, the Twingo was a compact city car that embraced the spirit of an MPV. It was first unveiled at the 1992 Paris Motor Show, which captivated the public.
Twenty per cent of the show visitors came specifically to see the Twingo, underlining the car’s instant appeal.
A Bold Concept for a Bold Car
The Twingo was not just another car from its launch—it was a statement. Available in five bright colours—Indian yellow, coral red, ultramarine blue, coriander green, and black—it radiated vibrancy and optimism. But Renault didn’t stop at a bold design. They needed an advertising campaign that could match the car’s uniqueness, one that would embed Twingo in the hearts of consumers.
Publicis and the Maverick Illustrator
Renault’s advertising agency, Publicis Conseil, was tasked with the campaign. The initial marketing brief called for a serious and factual approach, highlighting the car’s rational features, like its interior spaciousness. “There is no room for extroverted creativity,” the brief dictated sternly.
Yet, amidst this conventional direction, there was a rebel—a freelance illustrator, Philippe Petit-Roulet. His style of simplified, whimsical drawings wasn’t an obvious fit for such a strict brief.
Interestingly, someone in the Publicis agency thought to call upon the services of Philippe (a freelance creative specialist in lovely simplified drawings); taking into account the brief given, he was not an obvious choice.
Someone who was the art director at Publicis, Jean-Michel Vigier, saw his potential and told him, “Now you will be in the spotlight, and your books will be reprinted.”
When Petit-Roulet first saw the Twingo in Renault’s design showroom, he was smitten. He saw a car that exuded joy and happiness beyond its practicality and into its soul. Inspired, Petit-Roulet created a cartoon character of the Twingo, expressing “le bonheur,” or simple, unadulterated happiness.
A Campaign That Made History
The campaign came to life under the creative leadership of Olivier Altmann (Executive Creative Director), Patrizio Marini (Creative Director), Claudia Ganapini (Art Director), and Gilda Buccino (Copywriter). Produced by La Pac/Wam, with Bart Timmer as the director and Julian Hohndorf as the cinematographer, the campaign had all the makings of something extraordinary.
Petit-Roulet’s illustrations became the heart of the campaign—a stylized cartoon Twingo drawn with a single pencil stroke. It danced across screens to the whimsical tune of “Hush Little Baby,” performed by Bobby McFerrin and Yo-Yo Ma. The tagline, “It’s up to you to invent the life that goes with it,” perfectly captured the essence of the Twingo: a car that encouraged freedom, creativity, and joy.
Winning Hearts Through Simplicity
The campaign’s charm was immediate and decisive. Unlike anything else in the market, it broke through the gloom and brought smiles to viewers. It reminded them that a car could be more than just a vehicle—it could be a source of happiness.
This wasn’t the first time Renault had taken such a playful approach. Back in 1976, the Renault 5 was introduced with a cartoon campaign. But Twingo’s campaign felt fresher, bolder, and more innovative. Olivier Altmann recalled how the campaign resonated deeply, calling it “an impressionable launch that redefined Renault’s approach to marketing.”
Overcoming Resistance
Despite its eventual success, the campaign faced significant internal resistance at Renault. Many in the marketing team felt the approach was too risky. But champions like Petit-Roulet and Publicis’s team stood firm, believing in the power of joy and creativity.
Their gamble paid off. Renault’s president backed the vision, providing the support needed to move away from market conformity. The Twingo wasn’t just a car; it became “la Voiture du bonheur”—the car of happiness.
A Legacy That Endures
Twingo’s launch was a moment of transformation for Renault and the advertising industry. It proved that taking risks and embracing creativity could yield remarkable results.
Philippe Petit-Roulet’s contribution wasn’t just a campaign but a cultural phenomenon. His work is a testament to imaginative storytelling’s power in connecting brands with their audiences. His work was still celebrated, and his career took flight from this bold project.
The Takeaway
The Twingo’s story is one of innovation, courage, and joy. It reminds us that sometimes, the best results come from breaking the rules, challenging conventions, and simply daring to smile.
As the Twingo danced into consumers’ hearts, it wasn’t just selling a car but a way of life. For those involved in its creation, it was proof that the road ahead is limitless when you put happiness in the driver’s seat.
Reference
https://www.strategies.fr/etudes-tendances/tendances/235829W/twingo-la-voiture-anticrise.html