Renault

How to launch the new 100% Electric Renault Megane E-Tech with a bang in Spain? How to utilize Renault’s history of cultural caché in the country, while still recognizing all the latest innovations of the electric SUV?

You need to…

Update an icon.

If you’re asking, “What’s a JASP?” you’re probably not Spanish (which, fair, neither am I). But before we go any further, check out this iconic ad from 1995. JASP (Joven Aunque Sobradamente Preparado, or Young But Overqualified) became part of Spain’s cultural lexicon.

And with a new updated model and similar feelings in popular culture, 2022 was the perfect time to give this iconic ad an upgrade.

How did we upgrade such a beloved spot? The star, for one.

Eduardo Noriega is the perfect face of the JASP generation. (If you’re not Spanish, watch Tesis tonight.) Using AI technology, he begins the spot in his youthful 90s glory before transitioning to his modern appearance and a contemporary aspect ratio.

All the better to highlight the new 100% Electric Megane E-Tech, a modern update and instant classic.

Since it wasn’t 1995, we accompanied our TV spot with digital videos that showcased some of the car’s biggest highlights. Art inspired by the 90s contrasted with the latest technological upgrades of the Megane E-Tech.

Featured in:

• El Español

• El Confidencial

• Car and Driver

• Marketing Directo

• Reason Why

Get back to work