Client: Renault UK
Rhianna and Dita Von Teese are bringing the Va Va Voom back to the Renault Clio in its latest campaign.
They join footballer Thierry Henry, star of the original ads, and a galaxy of iconic stars such as Audrey Hepburn andMarlon Brando, and music legend, David Bowie.
The ad, which launched on February 6, poses the question ‘What is Va Va Voom?’ at the opening night of a secret, underground, ultra cool, must-see exhibition. We move through it with the guests, who include Henry, and see a series of exhibits which show each celebrity and explore the subtleties of the indefinable quality of their Va Va Voom.
‘Is it more?’ – asks the film, as we see Audrey Hepburn in Breakfast at Tiffany’s; ‘Is it less?’ - Dita Von Teese performing burlesque; ‘Does it smoulder?’ - Marlon Brando in his cult film ‘On the Waterfront’; ‘Does it burn brightly?’ – we see a tattoo of David Bowie; ‘Is there a Queen of it?’ - Rihanna in a crowd of paparazzi surrounding her in the new S&M video.
The final installation is a white Clio Renaultsport, the epitome of Va Va Voom, majestically suspended from the warehouse roof in a dramatic exhibition space. It is set to Ain’t Nobody by Clare Maguire, mixed with Rihanna’s new S&M single and extracts from David Bowie’s Space Oddity.
Phil York, marketing director, Renault UK, said: “We’ve filmed a brand new Renault Clio Va Va Voom ad because the campaign is still so popular after five years off the air. Rihanna and Dita are the current queens of Va Va Voom, so we asked them to show us exactly why. But we couldn’t make a new ad without Thierry and he looks pretty impressed.”
Tom Ewart, executive creative director, Publicis London, adds: “Va Va Voom. It's in the Oxford English Dictionary and is widely used across popular culture. But what is it exactly? Everyone has an opinion and no two are the same; that's the beauty of it. This commercial sparks the debate with some varied and provocative examples.”