McCann Paris and Spoticar, the PSA Group’s new used car brand, called on the Chut on vous écoute agency to create a new sound identity for Spoticar that could be adapted for use across all of the brand’s TV and radio messaging.
We also composed the music and created the production sound for the brand’s new TV spot in 2020, produced by Georgi Banks-Davies (La Pac).
In a highly competitive environment dominated by brands that pre-empt the need for innovation, technology and renewal, how do you establish a new used car brand that the general public are unfamiliar with?
Tear up the market rulebook. Compose a retro soul anthem that approximates current production standards (Leon Bridges, Son Little, Alabama Shakes) to symbolise the fact that a used car can still ‘sound’ like a new car: a combination of elegance and timelessness.
Establish a positive ‘feel good’ vibe that perfectly embodies the brand’s attributes: clever solutions, making your choice with complete peace of mind.
We worked with London-based singer Renn Washington, who successfully transformed this ballad into a true love anthem and gave it the appearance and authenticity of a true soul hit.