Renault Launches Unique Campaign for the New UK-Specific Clio

Renault is setting the stage for a dedicated marketing campaign to promote the new sixth-generation Clio in the UK. This initiative marks a significant departure from the customary global advertising strategies commonly embraced by automakers. The campaign aims to reignite the nostalgic magic of one of the most cherished automotive advertising duos in history—Papa and Nicole.

The Legacy of Papa and Nicole

Since the 1990s, the Renault Clio has been more than just a supermini; it's become a cultural icon in Britain. The delightful advertisements featuring the fictional father-daughter duo, Papa and Nicole, transformed the public’s perception of car marketing. In fact, these ads have been ranked among the most memorable car commercials to ever air in Britain, captivating millions and etching the Clio's brand identity deep into the UK culture.

In 1998, when the final chapter of this beloved ad series was aired, an astonishing 23 million viewers tuned in to witness Nicole, played by actress Helena Bonham Carter, abandon her groom at the altar, escaping in the then-new Mk2 Renault Clio with her charming partner. This grand spectacle not only solidified Renault's standing in the UK market but also redefined how cars could be marketed—turning ads into narratives worthy of TV episodes.

The Need for a UK-Specific Strategy

Renault is taking a keen interest in the UK market, recognizing that the Clio deserves a marketing strategy that pays homage to its unique history and cultural resonance. According to marketing chief Arnaud Belloni, the Clio's significance in British pop culture is undeniable. “Renault has a very specific story in the UK,