Perfect Day’ Yields Less-than-Perfect Piece

Steve Hall

Aug. 19, 2009
1 min read

Peugeot puts the pedal to the melodrama in “Perfect Day,” a frosty but soft piece for its Crossover 3008 with Grip Control Technology. (We’re not really sure what that is but if it aids in the creation of perfect vinyls in the sand, then hey, why not.)

The ad wraps up with the words “NEW TECHNOLOGY. NEW RESPONSABILITY.” Props for the minimalist take, but that idea probably could’ve been delivered with a pinch more grace and the CAPS LOCK light off. Also, not sure where this will air, but “responsibility” is spelled like so when written in English (as opposed to “responsabilite” in French). Easy mistake to make, but somebody should’ve been watching out; to English-speaking audiences, it looks clumsy.

In fact, the spot in general feels like it could’ve been that much tighter. It falls just short of sublime and leaves a lukewarm aftertaste in spite of all that snow.

Brought to you by agency BETC Euro RSCG/Paris and production firm Psyop with VFX by MassMarket.

Steve Hall

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