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In a nod to Renault’s links to both automaking and cycling, a campaign to promote its hybrid SUV Renault Captur and plug-in E-Tech technology will feature a cover of “Eye of the Tiger.”
Between 1978 and 1985, the French carmaker ran a professional cycling team, which a new TV campaign from Publicis Conseil evokes as it looks to the future. The team was formed following the company’s acquisition of bike manufacturer Gitan.
The spot is accompanied by a slowed-down cover of the iconic Rocky 3 anthem and tells the story of a daughter attempting to help her father relive the glory days of his cycling past with his teammates and friends.
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