Peugeot ‘DriveSexy’ campaign

To coincide with the launch of its 107, 207 and 308 Verve Special Editions, Peugeot is championing a new and positive point of view about our relationship with the road and fellow road-users, the perfect pick-me-up for the nation’s drivers.

Driving in the UK has become a frustration, a chore to endure. Our daily experience is of road rage, traffic jams and congestion charges. But being a driver was never supposed to be like this.

Peugeot believes that we need to rediscover the joy and passion of motoring, a belief expressed on a new website – drivesexy.com.

drivesexy.com puts Peugeot at the centre of a cheeky and irreverent world where driving is fun again. After all, why drive stupid (badly)? Why drive ugly (rudely)? When you can DriveSexy.

This is driving as a form of courtship; courteous, considerate even flirtatious. An idea that borrows equally from the brand’s French heritage and the cars’ stylish and racy good looks. It’s about putting the romance back into driving and having a more positive and relaxed attitude.

It’s about letting people in, not blocking them out, or, cutting them up. Smiling where others may frown. Waving instead of giving the finger.

It’s about being chivalrous and magnanimous, not difficult and obstructive. It’s not testosterone-fuelled, it’s not macho posturing, it’s about being in touch with your sensual side - feeling the road and taking the time to appreciate your surroundings.

Remember what it felt like when you got your first car? The fun, the freedom, the knowledge that you could go anywhere, do anything, meet anyone. Peugeot believes that our lives as drivers can be enhanced by recapturing that feeling.

DriveSexy launches in conjunction with the Verve Special Edition campaign on TV, in press and online. The website looks at the dos and don’ts of sexy driving and invites visitors to challenge themselves in the virtual DriveSexy Academy.

10 ways to DriveSexy:
1. Smile to the driver next to you at the traffic lights
2. Wave to a traffic warden, rather than curse them
3. In the queue, let that car from the left in
4. Take the B-road to work rather than the motorway
5. Dry your hair with the roof down (CC models only!)
6. Use the shop front as a mirror
7. Drive smoothly to save fuel
8. Never drink and drive
9. Throw away the map and switch off the Sat Nav
10. Go for a drive in the middle of the night

Why drive rude when you can DRIVESEXY?
Why drive boring when you can DRIVESEXY?
Why drive reckless when you can DRIVESEXY?
Why drive predictable when you DRIVESEXY?

For more information visit drivesexy.com or peugeot.co.uk