- Brand - Renault Clio
- Spot - Be Moved, Not Driven
- Music Title - She's On Fire
- Artist - Bo Saris
- Composer - Titulaer, Wetterberg, Olsson
- Publisher - Sony/ATV, Universal
- Master Rights - Universal - Decca
- Music Supervisor - Sarah Bridge
- Ad Agency - Publicis
- Creatives - David Sullivan, Pavlos Themistocleous
- Film Company - Stink
- Film Director - Ne-o
- Post Production - Glassworks
- Air Date - 15/02/16
If the Euro Soul soundtrack to Renault’s stylish new Clio film fails to make the singles charts then a lot of people will be very disappointed.
She’s On Fire by Dutchman Bo Saris has been described as ‘an imaginary jam between Curtis Mayfield and James Brown’s backing band The JBs’ and went Top 5 in the singer’s native Netherlands when first released on Universal’s Deram imprint in 2012.
According to Tom Lewis at Decca UK the track also “enjoyed really good specialist support over here thanks to killer remixes from Maya Jane Coles, Wankelmut and Calibre – but we never quite found an opportunity to convert it to a broader audience.”
However it did catch the ear of music supervisor Sarah Bridge who subsequently submitted it to French agency Publicis for Be Moved, Not Driven, the latest in a 25 year series of iconic Clio commercials including the much-loved Nicole and Papa clips and a super cool Va Va Voom campaign starring footballer Thierry Henri.
But while its predecessors were driven by Café Society styled jazz versions of tunes like Robert Palmer’s Johnny And Mary, agency and brand clearly wanted to ring some changes for the 2016 offer.
“I was asked for a contemporary song with a retro sound which would work with the narrative of the spot,” says Bridge.
“I have long been a fan of She’s On Fire and collaborated closely with Universal over it."
Public reaction to the track – which is currently available for streaming and download and has featured in the Shazam Top 10 for the last three weeks – has prompted Decca to reservice She’s On Fire to radio in the belief that a bona fide hit is in the offing.
It will also mark a long awaited international breakthrough for erstwhile Dutch TV talent show winner Bo Saris who released three successful domestic albums for Sony Netherlands under his real name of Boris Titulaer before relocating to London in 2014.