With males expected to account for three-quarters of buyers, the UK TV ad for Peugeot’s new 407 Coupe, filmed in Madrid, will show the car in a theoretical world populated by women and the catch line ‘Men are back’.
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Peugeot said the idea behind the ad, which will first be screened on 1 February, is to show that women will notice the car for its “beauty, strength and character” while men will recognise its “charm, charisma and appeal”.
Advertising director Dean Drew said: “The relationship between men and cars isn’t new and it’s normal that Peugeot should include a stylistic preconception in its communications to show the 407 Coupe as a car that’s particularly ‘masculine’ not ‘macho’.
“In claiming that “Men are back” we wanted to reaffirm male values, rather than assert male domination.
“This film deliberately hangs on the end line, and assumes that the humour and incongruity will be appreciated by men just as much as by women.”
