Escape To Real - Renault | Clapboard Ad Archive

Renault’s 2019 Escape To Real campaign, developed by Publicis for the French market, pioneers a fresh narrative in automotive advertising by introducing Liv, the brand’s first virtual ambassador, to embody the authentic experience of driving the new Renault KADJAR SUV. This film campaign harnesses the power of symbolism, an approach that sits squarely in Clapboard’s FORMAT#9—Symbolize the Benefit—by portraying Liv as a blank canvas who undergoes a transformative journey behind the wheel, shifting from a purely digital construct to a figure infused with genuine emotion and tactile reality. The contrast between Liv’s virtual origin and the palpable, rewarding driving sensations of the KADJAR dramatizes the SUV’s core promise: delivering a real-world experience that transcends expectations of style, reliability, and versatility. The campaign emphasizes the vehicle’s advanced engineering, featuring a range of petrol and diesel engines, options for two-wheel or four-wheel drive, and a redesigned exterior that balances aesthetic appeal with practicality. Inside, the spacious and comfortable cabin reflects Renault’s understanding of the everyday driver’s needs, reinforcing the brand’s commitment to creating vehicles that resonate with the realities of modern life. Beyond showcasing the product’s tangible attributes, Escape To Real deepens engagement through behind-the-scenes content that reveals the creative process behind Liv’s development and the immersive nature of the driving experience, inviting audiences to connect emotionally with both the ambassador and the car. By blurring the boundaries between the virtual and the real, Renault and Publicis craft a narrative that highlights the SUV’s ability to transform a synthetic entity into a symbol of authentic pleasure, thereby reaffirming the KADJAR’s position in the competitive automotive landscape. Clapboard rates this campaign 71/100. This campaign matters to the industry because it demonstrates how automotive brands can harness emerging digital personas to articulate product benefits in a way that bridges technology and human experience, signaling a shift toward more immersive and emotionally intelligent storytelling in car advertising.