A series of new 60-second films by Peugeot are to offer a fly-on-the-dash look at the everyday motoring lives of three British families.
The Dashboard Dairies series of short films will be shown on Peugeot’s various internet channels for the next three weeks, with the Peugeot 308 providing the location for a fascinating snapshot of modern family life in the UK. The Peugeot 308 was voted European Car of the Year for 2014, but for Dashboard Diaries the manufacturer is happy, for once, for the car to be cast in a supporting role.
Chris, 26, from Leicester, and his four-year-old daughter Lily, have already had 2.5m YouTube views for their in-car rendition of ‘Let it Go’ from Disney’s Frozen, and with two other families, headed by Keighan from Leicester and Daniel from Brighton, Peugeot are hoping the films will be both familiar and engaging.
Morgan Lecoupeur, Marketing Director at Peugeot UK revealed “How viewers will relate to the characters is what will make these films special and the variety of situations we’ve captured make for addictive viewing. The casting was crucial. The characters must be equally compelling.”
“The New 308’s versatility means it’s ready for whatever daily life throws at it. Who better to demonstrate its styling, durability, functions and features than real UK families? Our aim with Dashboard Diaries was to showcase our 308 as Car of the Year in a far more tangible way than a traditional car advert ever could. The idea was conceived to capture the public’s imagination and tell the story of the award-winning 308 through the eyes of the people who drive it and more than 100 hours of raw footage were amassed. Editing was a manual process, watching it through in order to pick out the gems that went into the final films. It’s a very simple idea; it’s very easy to film; and it’s the kind of thing everyone can take part in. We’re hoping that by using #DashboardDiaries people will engage with it and show their own clips too.”
A new film will be uploaded every day for the next three weeks, and will be available to view at http://po.st/DashboardDiaries.
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