The ad: A car ad almost without the car, this. Sexy New York magician David Blaine performs various card tricks on the streets of Brooklyn to the gleeful amazement of passers-by. The occasional glimpse of the new Peugeot 206GTi manoeuvring round the streets is seen between tricks. Eventually Blaine does a turn that somehow glues a card to the inside of one of the Peugeot's windows. The ad ends with him climbing in said car drawling 'This is not a trick' as the voiceover utters: 'The new Peugeot 206GTi. Now you see it, now you don't'.
The jargon: The agency responsible, Euro RSCG Wnek Gosper, is claiming a first with this ad, dubbing it 'advertainment' ie advertising that entertains rather than bangs on about the product. Oh, and apparently Blaine's magic is 'a perfect metaphor for the Peugeot brand' (because it's exciting and fast, or something).
Personality: This commercial is tightly targeted, namely at 20-30 something style-conscious, urban wannabes who like to drive a sharp, fast car, says Euro.
Financial status: The 206GTi costs between £12,000 and £15,000, depending on the extra bits, so this is pitched squarely at 'aspiring executives' who work in relatively well-paid, supposedly glamorous professions, such as media, fashion or even the City.
Telling lifestyle detail: You like to spend Saturday afternoons meaninglessly driving an open-top motor (for this new marque is indeed an open-top), probably with a mobile stuck to your head the whole time.
Other relevant data: While Blaine is hardly known here, he is hugely famous in the US, notable chums including no lesser figures than Madonna and Leonardo Di Caprio.
