This past February, Peugeot launched the four-door sedan variant of its 308 series in the Brazilian market as the new 408. In one of its first advertising campaigns for the car, the French carmaker wanted to communicate the compact-sized model’s safety features, namely the availability of six airbags with eight protection points. 
Peugeot turned to the creative people of the Sao Paulo-based advertising agency Loducca who came up with an interactive print ad for the 408. The company used a supplier from China to create 50,000 mini airbags, which were then inserted in one of Brazil’s most reputable business magazines, the Exame.
Georges Lautner’s 1981 action-thriller Le Professionnel is about a French Secret Service agent betrayed by his employers and left to rot in an African prison camp. After breaking out and returning to his native France, the agent (played by Jean-Paul Belmondo) begins plotting his revenge against the people who set him up. In this scene, Belmondo is attempting to outfox the French Secret Service agents following him. Belmodono’s car is the red Fiat 131 Supermirafiori while his rivals are driving a black Peugeot 504. There are a couple of 180 degree turns, a handful of nice pit manoeuvres and the prerequisite shot of the Eiffel Tower for the non-Gallic viewers. The chase eventually moves to the grounds of the Palais de Chaillot, where we discover just how overused that, “driving a car down some stairs,” thing was before Jason Bourne got around to it.
