ASA
Supporting brands come and go, but the Festival de Cannes endures. At the end of the 2000s, and for a good part of the 2010s, it was Renault that was present at Cannes, launching its Laguna 3 Coupé there, and ferrying passengers around in Espaces. That mantle has passed to its cross-town rival Peugeot, which has announced that it’s building on its French roots, including its connections to cinema.
Peugeot Cinéma sees the French brand in product placements, provide support for production teams, original digital content, exclusive events, and activations.
The César awards in February were the first sign of Peugeot’s cinematic involvement, and now the car company is present at Cannes, with its Inception concept on the lawn of the famous Carlton Hotel on the Croisette.
Where Renault had supplied Espaces, Peugeot is providing a fleet of e-3008s.
‘Cinéma is a showcase for our culture, a reflection of our society, and a powerful vehicle for emotion,’ said Valérie Candeiller, Peugeot global communication director. ‘By aligning ourselves with this world, we are affirming our identity: a French brand, proud of its roots, that places pleasure, emotion, and innovation at the heart of its choices. We are delighted with this new commitment to support French cinema.’
Peugeot cited its Landaulet Type 184 in Midnight in Paris, the 406 in Taxi, the unique LimoVian in L’Écume des jours, the 404 in Les Tontons flingueurs and Lt Columbo’s 403 cabriolet as its famous screen examples. For us, the 406 in Ronin, the Peugeot-branded flying car in Blade Runner 2049, and Kate Beckinsale’s character Avery’s 4008 in Canary Black also come to mind.
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