Norauto, The European Leader in Car Maintenance, Introduces new Groundbreaking ad "Paving The Way"

Norauto, The European Leader in Car Maintenance, Introduces new Groundbreaking ad "Paving The Way"

Apr. 08, 2024

Three years after its last campaign "Moving you every mile of the way", Norauto is back on TV and online with a new film that is 100% positive and celebrates car drivers.

To highlight the crucial role that brands can play in society's evolution towards a more responsible driving experience, Norauto trusted BETC Paris for this new brand campaign.

The film continues the shift made by the brand since 2021, to position itself as the brand that helps car drivers reduce their impact thanks to affordable solutions designed for everyone.

This campaign is supported by a 60s film "PAVING THE WAY" that will air on TV starting in April 2024 and reveals the brand's motto "Paving the way for tomorrow's drivers".

This film introduces a new musical identity for the brand with a catchy cover of the track "I Can See Clearly Now" written by Johnny Nash and made famous by Jimmy Cliff.

Jerome Dumont, Chief Marketing Officer of Norauto France, said:

"Even though they start to turn to other mobility alternatives, French people remain close to their vehicles. But today, they are facing a lot of contradictions as they wish to reduce their environmental impact through their travels but need their car in their everyday trips. That's where Norauto automobile repair shops come in to help them with their automobile transition through a mobility that is affordable, conscious and responsible. With this new ad campaign, Norauto re-expresses its commitment to further its actions towards sustainability for and with drivers. The teams at BETC Paris and BETC FULLSIX have, once again, perfectly understood our strategic challenges following our first disruptive work launched three years ago. We are extremely proud of this collaborative effort."

 

This promise comes to life with a woman on a journey in her car and driving through a world of children. Through simple and environmentally-friendly gestures (such as recycling waste, car maintenance or bicycle use), she imagines herself in a peaceful world. The world of tomorrow that will make our kids become responsible adults, full of reflexes that are good for the planet

Jean-Patrick Spitz, Vice-President of BETC Paris & BETC FULLSIX, added:

"Full of energy and optimism, this new campaign reaffirms our central conviction that drivers are the future of driving. It perfectly encapsulates the dynamic spirit and broad commitment that Norauto brings every single day in their auto shops."

 

Olivier Apers, Vice-President & Executive Creative Director of BETC Paris & BETC FULLSIX, commented: 

"Our children have already adopted the right gestures and are showing us the way. This is what we are trying to express with this new campaign. By showing us how to be and become better car drivers through optimism."

 

BETC and BETC FULLSIX worked with director Reynald Gresset (CAVIAR) on the film.

Along with the 60s film, Norauto will air a series of 15 second films, each focusing on one of Norauto's many services and commitments. These films will highlight services such as eco-control maintenance, used tyres and batteries recycling, but also the installation and maintenance of at-home electric charging stations for electric and hybrid vehicles.

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