In a world where car commercials were a dime a dozen, the Renault Clio staked its claim in the early ’90s with a trilogy of advertisements that would redefine automotive marketing forever. Known as the It’s Got Everything of a Great Car campaign, this series of commercials, directed by none other than Ridley Scott, took the car advertising game to a whole new level.
Picture this: it’s 1992, and a group of bumbling car thieves thinks they’ve hit the jackpot when they break into a garage. They find a Renault Clio and attempt to hotwire it, but little do they know, that the Clio’s security system is no joke. In a hilarious turn of events, the thieves are caught red-handed. The Clio owner strolls in, drives away smoothly, and drops the line that would become iconic, “The Clio. It’s got everything of a great car.”
Fast forward to 1994, and we witness a man putting the Clio through the ultimate test. From navigating flooded roads to conquering treacherous mountain passes, this car doesn’t just survive; it thrives. The onlookers, glued to their TV screens, can’t help but be impressed. As the man drives away, he delivers the slogan with a grin, “The Clio. It’s got everything of a great car – and more.”
Then, in 1995, the Clio owner becomes the hero of every car buyer’s nightmare – a gang of relentless car salesmen. They swarm him at the dealership, pitching shiny new cars, but the Clio owner stands firm. His Clio is more than enough, thank you very much. As he drives away, he utters the familiar refrain, “The Clio. It’s got everything of a great car – and more – and more.”
What made these commercials legendary wasn’t just the tagline; it was the perfect blend of humour, relatability, and aspiration. Saatchi & Saatchi nailed it by positioning the Clio as the best value car on the market, appealing directly to the price-conscious and value-driven young adults.
The trilogy became an instant hit, propelling the Renault Clio to stardom in the United Kingdom. The commercials were more than just ads; they were stories that connected with the audience on an emotional level. They were fun, relatable, and aspirational – the holy trinity of advertising success.
Decades later, these commercials still hold up. The humour remains timeless, and the message endures. The It’s Got Everything of a Great Car Clio advertising trilogy isn’t just a relic of the ’90s; it’s a masterclass in using humour and storytelling to make a lasting impact in the world of marketing. So, the next time you see a Clio on the road, remember – it’s got everything of a great car, and a touch of advertising magic from the ’90s. Time to test drive it, don’t you think?
Check back soon for more insider info about the amazing ad campaigns that made the Clio. Next time, we’ll take a look at the Papa & Nicole saga that made waves in the UK from 1991 to 1998.
