Next, the camera zooms into a self confident, urbane, handsome man driving the Peugeot 406. Is this the stereotype of a Peugeot 406 driver? Smart? Sophisticated? Self-confident? The personable man gives an almost smug smile before the ubiquitous camera continues to zoom into the man’s eye of the man, travelling through the tunnel of its pupil.
This probably symbolises the content of the text: thoughts about to be experienced by the male driver of the impressive yet anonymous car.
The driver’s first thought is of a shaving cut from which blood oozes. The image is powerfully masculine. Men who drive the 406 are “real men”?
Again the mysterious car is pictured racing along a highway, which seems completely devoid of any life form. Arrogantly the driver ignores signs on the highway, to which it seems oblivious. The monochrome background enhances the sleek body of the stunning car. Interestingly, the car is still anonymous to the audience; we are intrigued; we wait to see the identity of the mysterious machine revealed.
A flash of light; an innocent girl in a vivid red coat is skipping along a road. Suddenly, the viewer associates the vibrant red of the coat with danger; blood; death. What will happen to this naïve girl? Gripped, lost in the thoughts of the man, we watch, with anticipation.
Strangely, the shocking red coat appears at numerous occasions in the ad. Could this be the danger, fear and hazard in life?
Synchronized with the beginning of the lyrics to the invigorating M People song, a prodigious juggernaut swerves out of control. Does this relate to the girl’s red coat?
A startling scene, which is powerfully aimed at women, presents a seduction. A normal situation: a woman facing a man in a busy restaurant. Unexpectedly, the woman violently throws her empty wine glass, oblivious to the consequences. She then whips off the tablecloth, kneels seductively on the bare table and removes the glasses from her over-whelmed partner. Aggressively, takes him by the tie and passionately kisses him, with a certain air of a predator about her. She releases her hold, looking proud of her accomplishment. Onlookers and viewers watch; shocked; stunned; even amused.
This is likely to be such an influential scene for women because its shows that women can be strong-minded and authoritative. The subliminal message here seems to be that this car is for women too: women who know what they want and how to get it. Strong, independent women.
Moreover, the seduction scene could be viewed as an alluring scene for male viewers. It would be many males’ fantasy to be seduced in a dominatrix style, with the woman exerting the power and control.
The car remains anonymous.
Subsequently, a further example of heroism is shown in the ad. An elderly American Indian man appears to be applying war paint to his lined, rugged face. This is a man who is not ashamed of his past or heritage; he embraces tradition and is proud of his achievements in life; he does not disown his culture or race.
Does this mean that the 406 is for mature people with style and sophistication? People who are proud of themselves, who they were, where they came from and who they are now?
In addition, one thought provoking and powerful, monochromatic scene shows the viewer a dissident kneeling in front of a military tank, his arms raised imploringly. Rain is lashing down. A duvet of mud covers the floor. As the scene ends, the audience sees the now lifeless man being dragged unceremoniously through the mud, from the path of the mighty tank. The significance of the scene again is relevant to heroism. A courageous man has given his life for his freedom. It shows he has dignity and he will not live with an oppressor whose politics he doesn’t believe in.
This car is for people who do not give up; they are audacious; they have dignity.
The final image again is subtle yet inspirational text: “The drive of your life”. Interestingly this could be ambiguous. Firstly, the car would be the best drive of its owner’s life. Secondly, it seems the spectacular car takes the driver on a journey through life; from birth to old age. When our life ends we are heroes.
Finally, this remarkable ad combines emotive visual images and stirring popular music offers to drive us protectively and inspirationally along our journey through life.
