Electricity Awakens Lions Around the World in Peugeot EV Spot

PEUGEOT has today unveiled the latest campaign to launch the all-new Peugeot electric vehicle (EV) range with creative by Accenture Song, inspired by the brand’s iconic emblem: The Lion.

Marking Accenture Song’s latest collaboration with Peugeot since its appointment as global creative agency of record last year, the 360° campaign positions Peugeot as the leading choice in the EV space, the creative idea was inspired by the lion emblem that is synonymous with the brand and presents the full electrified range to audiences.  

Directed by the acclaimed, multi-award-winning director Henry Hobson and produced by MovieMagic, the sleek TVC vividly captures the dawn of the electric era, positioning PEUGEOT as a trailblazer in this transformation. From a lion’s statue in the streets of Paris to a street art lion in Rio de Janeiro and a digital animated lioness in Tokyo, electricity awakens lions all around the world to pay tribute to the PEUGEOT’s electric vehicle line up.

Throughout the film, drivers are subtly connected with lions through graphical and design elements, embodying the electric driving experience. Transitioning between real and abstract worlds, the film showcases PEUGEOT’s entire electric range, the widest electric line-up of any mainstream brands, highlighting the progress and pleasure of driving Peugeot’s electric vehicles. Key features – an autonomy range of up to 700 km, the best range of any SUV, and the peace of mind provided by an eight-year Allure Care warranty – are emphasised to enhance the allure of PEUGEOT's EVs.

The campaign is accompanied by the iconic 'Born to be wild' music done by Steppenwolf and reinterpreted by an artist in order to match the tone of our TVC. The campaign will be amplified by a social media teasing phase, which will include PEUGEOT’s iconic lion temporarily being removed from its logo across all social media accounts. In a strategic move, PEUGEOT will discreetly collaborate with content creators and the platform owners to amplify the mystery surrounding the lion's disappearance, sparking various theories and discussions. This will be followed by the roll out of Fake Out of Home videos in an Italian and French city, as shocked passers-by witness Lions leaving their monuments. 

This global campaign will encompass TV, cinema, print, digital and social media and will be deployed all around the world, focusing on PEUGEOT’S key markets, starting in France in October 2024 and rolling out to other markets subsequently.

Phil York, head of marketing and communications PEUGEOT, comments, “With this electrifying new campaign, we wanted to captivate global audiences by awakening the lion spirit that has defined PEUGEOT for generations. From Paris to Tokyo, our emblem takes on new life as we lead the charge into a sustainable future. We celebrate the completion of our full electric line-up – the widest in Europe – and demonstrate the pleasure and excitement that comes from driving our electric models.”

Adam Kerj, chief creative officer EMEA Accenture Song, comments, “To us PEUGEOT is an exceptional brand where creativity, pleasure and technology drives progress. Few brands have such a rich history of innovative thinking and iconic design, and to be part of launching undoubtedly the most alluring, wild range of electric cars by bringing these lions to life across the world is a proud moment for everyone on this passionate team.”