Renault: Papa Nicole, The Story Lives On

Over 30 years after the iconic campaign first aired, Renault are reinventing the Papa, Nicole story with real life stories exploring the issues faced by modern day fathers and daughters. In a unique twist, this new campaign features three real-life Nicole's named after Renault's famous protagonist. The original Papa, Nicole campaign was a 90s phenomenon, selling 300,000 Clio's in its seven-year run.
Agency: PublicisPoke

The mere mention of the words Papa, Nicole to anyone above the age of 35 in the UK conjures up a more than fond association with car brand Renault. ‘That’ music plays in your mind, the warm feeling of Provence in the 90s, and it’s an association many people across the UK still have thirty years later. But for some the romantic connection went further. The charming Provencal duo struck a chord with British ‘papas’ and mamas - so much so that by 1996, Nicole rose from outside the top 100 to be the 36th most popular name for new born girls. It stayed in the top 40 for the rest of the decade, with over 7,000 Nicole's born between 1996-2000 (ONS). Yes it sold cars, but Papa and Nicole campaign achieved much more than that, it carved its way into the very consciousness of the nation and it’s stayed there ever since. 30 years on, both Britain and Renault have changed indescribably. From the digital and social media revolution through to Renault’s own ‘Renaulution’, the world these Nicole's grew up in is a very different one to the Provencal idyll of the 90s. So Renault put the call out to those 7,000 Nicole's, and their Papas, to find out where their roads have led them. The result is Papa, Nicole: The Story Lives On, a moving portrait of modern fatherhood and female independence, told through the eyes of three real-life Nicole's: a singer, a fashion and disability awareness content creator and a photographer. From overcoming illness to chasing a number one album, their ambition, passion and lust for life is proof Nicole’s irrepressible independent spirit lives on. While their papas have had to roll with the punches just as much as the original ever did. Directed by Toby Dye through RSA Films, these unscripted, documentary-style videos celebrate each Nicole and her Papa – exploring their journeys to independence and empowerment, and the changing role of ‘Papas’ in that journey. In line with that spirit of change, the all-new Megane E-Tech 100% Electric replaces the classic Clio as an icon of the future.