Publicis Dialog puns on ass shaking for new Renault viral

by Jennifer Whitehead, Brand Republic 24-Mar-06

LONDON - A new viral campaign, based on the long-running popularity of Renault Megane's 'shaking that ass' advertising, has been created by Publicis Dialog.

The campaign backs the new, 2006 model Renault Megane, which is being promoted with an above-the-line campaign based on the theme "still shaking it".

The viral is simple and based on a pun on the word "ass". When a visitor lands on the Still Shaking It page, a donkey challenges them to grab him.

The donkey continues to insult the visitor until they succeed in picking him up, at which point the 'I See You Baby' music begins, and the donkey is shown being shaken up and down. Users can then play it again or send it to a friend. The viral will run in conjunction with a selection of banner ads on various sites.

Groove Armada's 'I See You Baby' first appeared in ads for Renault Megane in 2003, drawing dozens of complaints from viewers who said that the ad encouraged children to copy the bottom-wobbling of the ad. The campaign, created by Publicis, has continued although a 2004 ad was banned after more than 200 complaints that it made fun of people with Parkinson's disease.

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