Rihanna currently the world’s most successful female singer, Dita Von Teese the ‘Queen of Burlesque,’ Thierry Henry professional footballer join Renault in their new commercial called ‘Va Va Voom.’ The ad produced by Publicis London, a full service advertising campaign aired the new Renault advert during ITV1’s Dancing on Ice. The ad mixings Rihanna’s S&M, Claire Maguire’s Ain’t Nobody and David Bowie’s Space Oddity songs for the soundtrack. The commercial screens not only RiRi, Thierry & Dita but also screen icons Audrey Hepburn from the film Breakfast at Tiffany’s, Marlon Brando and music legend David Bowie.
“What is Va Va Voom?” is the setting of a cool, hip secret underground exhibition which sees Thierry Henry seeing a series of exhibits which shows each celebrity and explore the subtleties of the indefinable quality of their Va Va Voom. ‘Is it more?’ – asks the film, as we see Audrey Hepburn in Breakfast at Tiffany’s, ‘Is it less?’ – Dita Von Teese performing burlesque, ‘Does it smoulder?’ – Marlon Brando in his cult film ‘On the Waterfront’,‘Does it burn brightly?’ – we see a tattoo of David Bowie, ‘Is there a Queen of it?’ – Rihanna in a crowd of paparazzi surrounding her in the new S&M video. The final installation is a white Clio Renaultsport, the epitome of Va Va Voom, majestically suspended from the warehouse roof in a dramatic exhibition space.
This is a great step up for Renault showing a much sexier side to their adverts in comparison to the original adverts which feature the sexy Thierry talking about Va Va Voom. The phrase caused such a storm in the orginal advertisement series that the Oxford English Dictionary welcomed it into its Dictionary back in 2004 as ‘the quality of being exciting, vigorous and sexually attractive’.
Phil York, Renault UK Marketing Director, said, ‘We’ve filmed a brand new Renault Clio Va Va Voom ad because the campaign is still so popular after 5 years off the air. Rihanna and Dita are the current queens of Va Va Voom, so we asked them to show us exactly why. But we couldn’t make a new ad without Thierry and he looks pretty impressed.’
When asked what the elusive quality of Va Va Voom was, burlesque star Dita Von Teese said, “For me, Va Va Voom is expressing your passion or sexual excitement for something. Maybe it isn’t sexual, but it makes you feel that way when you see it. You want it, and you can’t even explain why you want it.”
Football icon, Thierry Henry said, ‘What is Va Va Voom? It’s kind of difficult to describe…it’s when you see something and think wow; for me it means that it has Va Va Voom.’
Clio Va Va Voom has just started a new Facebook campaign where fans can choose their Kings and Queens of Va Va Voom and be in with a chance to win prizes, all you have to do is “Like” Clio and select your favourite King and Queen.