Mechanic Cowboy Tames Unruly Renault Clio in Motrio Motor Services Epic Western

A mechanic takes on the role of cowboy hero in a cinematic new spot for French car garage brand Motrio. 

Birth director Hughes De La Brosse teamed up with Buzzman to bring the epic Western to life on screen.

In this novel spot, a mechanic becomes a cowboy in an attempt to tame... a battered Renault Clio. The modern fable, halfway between a western and an absurdist comedy, is enhanced by the direction, cinematic art direction and storytelling of Hugues de La Brosse and produced by Birth.

Where much car advertising has become trapped in a spiral of promotions, discounts and competitions, this campaign takes the opposite approach. No price promise, but a story. Not a discount, but a revaluation of the profession.

The direction of Hugues de La Brosse is accompanied by cinematographer Rodrigo Prieto (The Wolf of Wall Street, Barbie, Killers of the Flower Moon), making sure every detail of the film - lighting, rhythm, direction - is designed to serve a story that is at once tender, offbeat and deeply human.

Beyond the fiction, it's a strategic message: 1,400 Motrio garages, all over France, ready to pamper all vehicles, whatever their make. Here, the emphasis is on expertise, attention and know-how.