Le Parisien - “The Driver”
|Tagline||The Parisian, it's better to have the newspaper|
|Product Name||Daily Newspaper|
|Product Category||Newspapers, Magazines, Books|
|Campaign Name||The Driver|
|Country of Production||France|
|Date of First Broadcast/Publication||October 2, 1999|
A man is driving, parisian style and not patient, irritated, moans against a driving school car which is slow. When our man starts up, he stalls... and he is insulted by all the cars behind him. The headline comes at this instant.
Be different of the usual press communication. Create a reel psychological turnaround, "a slap!". "Le Parisien", symbolic title and the parisian (people), symbolic figure. Create complicity and connivance ridiculing itself.
Le Parisien, one of the main daily national newspaper in terme of diffusion, benefited from a "populous" image. How to revamp this title, give him back a pice of youth and renew its readership?