A miniature city in which cats are cars is the fantastic setting that Peugeot has chosen to present its new 308 model, which it presents as the lion and, therefore, dominator of the feline kingdom. The advertisement represents a visual metaphor in which the brand highlights the confidence and distinction of its vehicle compared to the competition’s proposals.

For one minute, the spot runs through the streets of this particular city, in which each car is a kitten, harmless and homogeneous. The routine of the city is interrupted by the fierce roar of the new Peugeot 308, which stands out against the landscape as confident, imposing and dominant.

It was made by the director duo Julien & Quentin through the production company Hamlet, and required the creation of a handmade model of a miniature city and the presence of 30 real cats. However, the brand has turned to artificial intelligence for visual details.
According to The Drumthe sets were built to cat scale in Poland and the actual car scenes in Warsaw.

According to those responsible for the campaign, the approach has been to contrast the perception of cats, which the majority of the public considers adorable and whose images populate the internet, with that of the power and performance offered by the new Peugeot model, which will be available for purchase starting in spring.

The campaign is executed on television, press, digital platforms, social networks and CRM in the European markets in which the brand has a presence.