RENAULT 4- La 4L

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1961

"A new car?... Yes! The Renault 4."
"Take the wheel" : a mimed sketch played out by a couple, demonstrating the advantages of a readily accessible trunk. The Renault 4 was presented as an inexpensive car, essentially aimed at young couples with a modest income.
Renault based its campaign for the Renault 4 on travel and "getting away from it all" - for everybody. Artist Savignac designed a simple, naive style poster : a red Renault 4 at the top of a hill in an unfamiliar landscape, which could be just about anywhere. Speed is indicated by a white line, out of which appears the car's name. "R 4" : the first time the company used a contraction of their name in advertising.

1964

Now, advertising was based on the car's power : "Overtake! Go on! You're in a Renault 4!" "She can make 110! : step on the gas and that truck will be behind you!" Renault brought out a R4 dedicated to the city of Paris, with two interiors : one in plaid, and the other with canework. The car, drawn by Philip Keller, was shown in the 13th district in Paris, in front of an antique shop.

1965

The Renault 4 was presented as a family car, with a capacity for up to three children, plus both parents. Philip Keller again did a drawing showing this big family making the most of a beautiful day, having a picnic by the water. "Long live Freedom in a Renault 4"

1967

A major advertising campaign underlined the advantages of Renault 4's Station Wagon fold down rear seats : "Yes, the Renault 4's back seats are comfortable... but more important, they turn the car into a station wagon!" "Two cars in one, that's the Renault 4 station wagon." The Renault 4, a very popular car, was chosen for Jacques Tati's film : "Playtime".

1969

"Why does your wife always borrow your Renault 4?" (the same slogan was used concerning the son, and the brother-in-law, to stress the comfort, economy and amount of space inside this little car. The wife uses it because it's easy to park, she can get all her shopping into it, the son can take off on an adventure camping with his mates, wherever he wants, as distance and space to cram equipment inside is no problem. The Renault 4 was seen as a car to suit everyone's needs.

1975

This year's campaign was based on the car's exterior. The R4 can go anywhere. A means to taking a breather, having a holiday: "Hoist the sails" : the Renault 4 Safari. With this slant, the company showed that this well-loved little car was sold throughout the world: in Scandinavia, in Scotland... "The Renault 4 : sold in 103 countries". "They like it too!"

1980

Movie director Wiliam Klein took the Renault 4 across all four continents, through picture postcard settings, storybook landscapes and comic strips. "Around the world in a Renault 4" started in the Sahara, went onto tropical rain-forests via Ali Baba's cavern, and finished off in the USA caught in crossfire from Gangland! Music based on a popular tune by Michel Fugain accompanied these films, with the slogan "Elle supermarche bien!" ("Superdrives like a dream!") The car met with total success. Its' excellent "value for money" score resulted in 84,000 R4 owners... and top seventh position in world automobile sales.

1981

The "Drive on, Kids" poster, which showed a gleaming Renault 4 "dodgem" car won the Artistic Director's Club Second Prize. Renault 4's special models are commercialised, as with the "R4 Jogging" : "Best Foot Forward". A naive style poster came out with a friendly looking, rounded R4 in bright colours, with flowers along railway tracksÉ and the car's semi-transformation into a train. Another poster by A. Bertrand came out, to show the R4's dominion throughout the world, with the car on top of the globe, curving round to meet the world's shape, with the slogan: "Une affaire qui tourne" ("Business going round".)

1992

Over 31 years, the Renault 4 sold nearly 8 million models. Condemned because of strict anti-pollution laws, the R4, commonly known as the 4L, brought its' career to a close with a special edition called "Bye Bye" : 1000 individually numbered cars. Publicis provided a first class funeral service. The little car's saga was recalled through ten black and white photos in Liberation, on the 1st December 1992. This campaign, based on memory, was master-minded by photographer Thierry des Ouches.
The campaign was dedicated to the long lasting friendship between drivers and their R4s : the provincial personage : "30 years with no growing pains", the nuns : "this car played an important part in women's liberation", the May 68 barricades "even then, it provided good lateral protection", the R4 going up a hill and creating a monstrous traffic jam :"often passed by but never surpassed"; the car travelling round the world with stickers from every country visited "it didn't wait for 92 to go European!", hippies driving through a wheat field in a 4L painted "flower power" colours : "more marked by Utopias than by kilometres"É all of which expressed the nostalgia for a certain past era : "all good things come to an end one day…"

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