This Father’s Day, Renault will resurrect their most-loved campaign, ‘Papa, Nicole’, to launch the All-New Renault Mégane E-Tech 100% Electric.
For anyone above the age of 35, the mere mention of ‘Papa? Nicole?’ conjours up a more than fond association with Renault. The warm feeling of the French countryside in the ‘90s; the signature ‘Johnny and Mary’ theme music; combined with the saga of a young French girl, her father and their adventures in a small hatchback; is an association many people across the UK still have thirty years later.
For some, the romantic connection went further. Between 1991 and 1998 the name Nicole rose up the charts of baby names, to be 36th most popular name for new-born girls, with over 7,000 Nicoles born between 1996-2000 (ONS). It is estimated that baby girls were named Nicole after the female protagonist of the ad campaign.
Now, the latest reinvention of the ‘Papa, Nicole’ story is told through real life father-daughter stories that explore issues faced by modern day Papas and Nicoles. In a unique twist, this new ad created by Publicis•Poke features real families that named their daughters Nicole after the original ad.
Renault put the call out to the 6,000 Nicoles in the UK, and their Papas, asking them to share their stories– creating a new, authentic chapter in the ‘Papa, Nicole’ story, that’s relevant in 2022.
Inspired by the iconic campaign, the new take on ‘Papa, Nicole’ aims to tell the stories of three modern-day Nicoles who were named after the campaign: a singer, a fashion and disability awareness content creator and a fashion photographer. The ad explores their independence and empowerment – and the changing role of ‘Papas’ in that relationship by sharing their intimate, emotive and compelling real-life stories.
The campaign aims to speak to two audiences at totally different life-stages in one breath: the 40-60-year-olds who lived through and fondly remember the ‘90s ‘Papa, Nicole’ campaign, alongside 20-39-year-olds, the modern-day Nicole – by celebrating their differences (and similarities) through real life stories.
The campaign will run on social, display, print and out-of-home platforms until the end of July.
Louise O’Sullivan, Marketing Director (UK and Ireland) at Renault, said: “Bringing the nostalgic ‘Papa, Nicole’ ad into a modern dimension hits the nail on the head. We’re adding a modern chapter into the much-loved’ Papa, Nicole’ story as we get to know real-life Papas and Nicoles. From exploring the ever-adapting dynamic between fathers and daughters, to the fact that the campaign will run on social instead of TV: every aspect of this campaign is relevant right now in 2022.”
Dave Monk, Executive Creative Director of Publicis•Poke, said: “In the last 30 years, there’s probably not been a Renault creative brief where someone hasn’t mentioned Papa & Nicole. Why don’t we bring them back? Always a good question, but never really relevant. With a new generation of electric vehicles in Renault’s pipeline, it got us thinking about a new generation of Nicole and Papa’s, and when the creative team came back with the fact that thousands of real-life baby girls in the 90s had been named Nicole during the height of the campaign. The idea felt fresh and fascinating. What were they up to? What are their stories? This spot is a celebration of changing times, the journey of relationships, but most importantly about how daughters and their dads are navigating life 30 years on. And what better day to celebrate that, than Father’s Day.”
Featuring within the advert, is the All-New Mégane E-Tech Electric, the first of a new generation of electric vehicles launched by Renault in 2022.
All models are powered by a 60kWh battery for a WLTP-certified range of up to 280 miles on a single charge, with AC/DC rapid charging up to 130kW as standard, delivering up to 186 miles of driving range (WLTP) in as little as 30 minutes.
Customers can choose from three generously-equipped models – Equilibre, Techno, and a range-topping Launch Edition – with each benefitting from a class-leading digital experience with a 12.3-inch driver information display, 9-inch multimedia display, and Android Automotive OS with integrated Google services.
The All-New Renault Mégane E-Tech Electric is priced from £35,995 on the road.
For further details on the Renault Mégane E-Tech Electric, please visit www.renault.co.uk