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Argentinians Sing about Robots and Automation in Musical Extravaganza for Renault

Workers reinvent themselves for the jobs of the future in this Renault Kangoo campaign by Publicis Buenos Aires

Argentinians Sing about Robots and Automation in Musical Extravaganza for Renault

Renault Kangoo, the most popular Van/MUV amongst Argentinian workers, has been thoroughly reinvented after 20 years of maintaining the same standards. And just in time to be able to take part of the greatest transformations of the working world: many jobs from the past have disappeared and we must get ready for jobs that haven’t been created yet.

In fact, recent studies confirm that 60% of the present job positions in Argentina could end up being automated in the mid or in the long term.

Based on this reality, Publicis Buenos Aires created ‘Robots’: A multi-platform campaign that shows how Argentinian workers and also the new Kangoo adapt when facing the future.

Because, even though a robot can lift more boxes and an architect-armbot can draw more accurately than humans, when these gadgets break down, someone will have to repair them, and that will be the time for a person using his wits and his new Renault Kangoo to save the day.

The campaign includes a musical-style theme song performance, ‘We Reinvent Ourselves’, starring mechanics picking up broken down machines and taking them to their workshops for repair. It’s accompanied by other two commercials, ‘Toaster’ and ‘Dog’, exploring the possible setbacks that may arise in our future living with these gadgets.

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Advertiser: Renault

Creative Agency

Creative Agency: Publicis Buenos Aires

Copywriter: Mauro Ribot

Art Director: Javier Agena Goya

Executive Creative Director: Fabio Mazia

Production Company

Production Company: Landia

Executive Producer: Adrián D´Amario and Diego Dutil

Director: Andy Fogwill and 1985

Producer: Ludmila Herms

Post Production / VFX

Post Production Company: Pickle


Composer: Fernando Martino