A unique context, with a growing discourse around cleaner, softer mobilities, the new expectations from carmakers to step up their games and answer pressing concerns to take actions and improve their powertrains offering standards, and a recently passed law in France. Renault had a small window of opportunity to reposition the Captur, its versatile urban SUV as the urban vehicle of choice for the changing cities and the changing habits of its younger target audience that was not only demanding hybrid vehicles but also seeing their cars as one mean of transportation amongst many.

The creative idea directly results from the strategy: it is about inviting users to favour sobriety in addition to the technological solution, through several scenes in which the protagonists give up using the Renault Captur E-Tech hybrid in favour of cycling or walking. The tone of the claim “still good not to use it all the time” aims to sound conniving and not moralizing.

It first opens with the man waking up late for work, who rushes to get dressed. At his arrival in his garage, we see him approaching his Renault Captur E-Tech hybrid, giving us the feeling that he is about to use it. When the garage door opens, we finally see him leaving his house on his bike.

Then we meet the family. Parents help children prepare for school. When they leave the house, the children rush to the Renault Captur E-Tech hybrid, but the parents have something else in mind: going to school on foot.

Finally, we discover two friends getting ready for a party. At the exit of their building, they find themselves under the rain and therefore go to their Renault Captur E-Tech hybrid but… only to take an umbrella behind the passenger seat.