Peugeot 406: 'Targeting the mental, not the metal'

Anthony Tasgal

The launch of the Peugeot 406 'Search for The Hero' ad in February 1996 incorporated the quest for an illuminating 'Eureka' from the car itself, which could form the basis of inspirational advertising, while working with an international framework and a pulsing deadline in a saturated market.
Agency:Author: Anthony Tasgal

Peugeot 406: 'Targeting the mental, not the metal'

Preface

This is the story of the launch of the Peugeot 406 'Search for The Hero' ad in February 1996. Like most car launches it was the quest for an illuminating 'Eureka' from the car itself, which could form the basis of inspirational advertising, while working with an international framework and a pulsing deadline.

And with no obvious benefit available to us, it soon became clear that we would have to look elsewhere for inspiration….

ACT I: The challenge

Prologue: There’s no such thing as a free...

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