Renault uses pen and ink as the metaphor for fuel efficiency in this commercial designed for the Italian market. The ad graphically portrays a claim that could easily be written off as boring if merely presented in chart form.
The Renault Megane Sporteur’s fuel efficiency is compared with that of the Opel Astra SW 1.7 CDTI 110cv EcoFlex, Ford Focus SW 1.6 TDCI ECOnetic, Peugeot 308 SW 1.6 HDI 90hp, Golf Variant 1.6 TDI, KIA Ceed SW 1.6 CRDi VGT 90hpLX and the Hyundai SW 1.6 CRDI VGT 90hp.
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The Sporteur ad was developed at Saatchi & Saatchi, Italy, by creative directors Agostino Toscana and Alessandro Orlandi, deputy creative director/copywriter Luca Lorenzini, deputy creative director/art director Luca Pannese.
Filming was shot by director Luca Perazzoli via Kapsel Productions.