Peugeot has reignited its iconic GTI legacy with a powerful new campaign crafted as a cinematic trilogy, blending nostalgia, passion, and innovation. Directed by acclaimed creative duo AB/CD/CD and produced by LA\PAC, the project captures the emotional and historical depth of the GTI, culminating in the grand reveal of the all-new electric E-208 GTI.
This three-act campaign — part teaser, part documentary, part action film — marks a bold step in blending brand storytelling with high-impact visual artistry, reaffirming Peugeot’s deep roots in performance and design.
The campaign’s first phase, released in early June, introduces the new GTI through a blur of hyper-fast shots and dramatic lighting. More suggested than shown, the car is glimpsed in fleeting moments, its curves and silhouette teased beneath the tagline “Ready to catch the legend.” This quick-fire format ignites curiosity while preserving an aura of mystery.
Moving into documentary territory, the second phase explores the emotional connection between real drivers and the GTI. The film follows a diverse cast of enthusiasts: a father who passes down his GTI to his son, a meticulous restorer breathing life into a rusting chassis, a first kiss forever linked to a GTI interior, and a Dakar rally veteran reliving his dust-covered memories. Each vignette weaves together a collective portrait of how this car is more than just metal — it's part of people’s lives.
Through sharp visuals and honest storytelling, AB/CD/CD elevate the documentary genre into something deeply cinematic. The stories feel raw and real, but the imagery remains elegant, even poetic.
The climax takes place on the legendary 24 Hours of Le Mans circuit. In a symbolic procession, over 40 classic Peugeot 205 GTIs line the track, forming a guard of honour for the arrival of the new electric E-208 GTI. Filmed at dusk, the scene evokes the transfer of legacy — old headlights dimming as the next generation takes the spotlight.
The final short film channels the energy of a high-octane car chase. The E-208 GTI races across the circuit, its lines revealed in flashes as it glides through curves and straightaways. With every turn, the campaign builds momentum, ultimately announcing: The GTI is back — this time, electric.
Peugeot’s GTI campaign goes far beyond product promotion. It’s a tribute to a national icon, a nod to a generation raised on speed and style, and a vision for a cleaner, electrified future. The trilogy's emotional and aesthetic range — from gritty realism to adrenaline-fueled action — sets a new bar for automotive storytelling.
With this launch, Peugeot not only honors its legendary past but also boldly redefines it, proving that even electric can feel visceral, personal, and thrilling.
