For anyone above the age of 35, the mere mention of "Papa? Nicole?" conjours up more than a fond association with Renault.
It reminds them of the French countryside in the ‘90s; the signature ‘Johnny and Mary’ theme music; combined with the saga of a young French girl, her father and their adventures in a small hatchback.
For some, the romantic connection went further. Between 1991 and 1998 the name Nicole rose up the charts of baby names, to be 36th most popular name for new-born girls, with over 7,000 Nicoles born between 1996-2000 (ONS). It is estimated that baby girls were named Nicole after the female protagonist of the ad campaign.
Now, the latest reinvention of the "Papa, Nicole" story is told through real life father-daughter stories that explore issues faced by modern day Papas and Nicoles. In a unique twist, this new ad created by Publicis•Poke features real families that named their daughters Nicole after the original ad.
Renault put the call out to the 6,000 Nicoles in the UK, and their Papas, asking them to share their stories – creating a new chapter in the ‘Papa, Nicole’ story, that’s relevant in 2022.
Inspired by the iconic campaign, the new take on "Papa, Nicole" aims to tell the stories of three modern-day Nicoles who were named after the campaign: a singer, a fashion and disability awareness content creator and a fashion photographer.
The ad explores their independence and empowerment - and the changing role of "Papas" in that relationship by sharing their intimate, emotive and compelling real-life stories.
The campaign aims to speak to two audiences at totally different life-stages in one breath: the 40-60-year-olds who lived through and fondly remember the ‘90s "Papa, Nicole" campaign, alongside 20-39-year-olds, the modern-day Nicole – by celebrating their differences (and similarities) through real life stories.
The campaign will run on social, display, print and out-of-home platforms until the end of July.
Featuring within the advert, is the Mégane E-Tech Electric, the first of a new generation of electric vehicles launched by Renault in 2022.
All models are powered by a 60kWh battery for a WLTP-certified range of up to 450km on a single charge, with AC/DC rapid charging up to 130kW as standard, delivering up to 299km of driving range (WLTP) in 30 minutes.
Customers can choose from three trims – Equilibre, Techno, and a range-topping Launch Edition – with each equipped with a 12.3-inch driver information display, 9-inch multimedia display, and Android Automotive OS with integrated Google services.
The Mégane E-Tech Electric is priced in UK from £35,995 (RM194,000) on the road.
