Peugeot Australia launches first Australian brand campaign ‘I am what I am’

Car brand Peugeot has launched its first ever local brand campaign ‘I am what I am’.

Created by The Works, the campaign aims to celebrate Peugeot’s sense of self, confidence and identity by giving others permission and courage to be themselves.

Peugeot Australia 60 second TVC from The Works on Vimeo.

The television commercial features different Australians as they wear accessories on their work ties, model naked and wear fluffy slippers after surfing.

Ben Farlow, managing director at Peugeot Australia, said the Australian ad is a defining moment for the French brand.

“With 208 years of experience, it’s fair to assume that Peugeot knows who it is. However, our brand activities have rarely reflected the relationship Australians have with our brand.

“Peugeot is a brand whose history is well established locally, though for the next chapter, we must stand out, stand up and be celebrated for what we are.

“The timing of our communications coincides with the 70th anniversary of Peugeot’s presence in Australia, but more importantly, it punctuates the beginning of a new era of product underpinned by award winning drivetrains, platforms and designs. It’s an exciting time for Peugeot.”

The campaign is running across social media, out-of-home, digital media, cinema and catch-up TV.

Amy Slade, general manager of marketing at Peugeot Australia. said the campaign is about celebrating the attitude and style of Peugeot’s vehicles.

“We are hoping to remind people to have the confidence to be themselves, to be bold and live life how they see fit rather than following the crowd.”

Paul Swann, managing partner at The Works, added: “The campaign is a statement about the self-confidence of the brand and its drivers, which is exemplified by the use of Gloria Gaynor’s iconic hit ‘I am what I am’.”


  • Client: Peugeot Australia
    • Managing Director: Ben Farlow
    • General Manager of Marketing: Amy Slade
    • Marketing Manager: Dee Wescombe
    • Digital Communication Manager: Dan Hughes
  • Creative Agency: The Works
    • Managing Partner: Paul Swann
    • Chief Strategy Officer: Adam Donnelley
    • Creative Lead: Guy Patrick
    • Art Director: Marijke Spain
    • Copywriter: Erin Franken
    • Creative Project Lead: Jen Hird
    • Creative Project Manager: Erin Morrey
    • Executive Producer: Alistair Pratten
    • TV Producer: Bill Doig
    • Print Producer: Tom Harrison
    • Designer: Chris Hall
    • Digital Designer: Steve Brown
  • Social Content and Production: Daresay
    • Head of Content and Strategy: Ruth Haffenden
    • Social Strategy Director: Vanessa Hartley
  • TVC Production: Infinity Squared
    • Director: Melvin J. Montalban
    • Producer: Chris Seeto
    • Post Production: White Chocolate.
    • Editor: Brad Hurt
  • Music Supervision: Nylon Studios
    Licensing Manager: Chelsea Ramsden
    Sound Mix: Sonar
  • Photography Production: The Kitchen
    • Photographer: Juli Balla
    • Producer: Zabrina Wong
  • Media Agency: Starcom

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