Renault Knight Rider short pays homage to The Hoff

Renault Trafic stars in remake of Knight Rider opening sequence

Here at PMV, we’re always bringing you news of the latest piece of must-have kit, but today, we're talking about Renault's latest piece of must-have KITT – Knight Industries Two Thousand, that is.

The French auto giant’s new Trafic is currently starring in an online remake of the Knight Rider opening sequence. The van stands in for David Hasselhoff’s artificially intelligent 1982 Pontiac Firebird Trans Am.

‘The Hoff’, who played eponymous field agent Michael Knight in the cult television series, is also replaced by a somewhat unlikely hero named Michael Craftsman. During the course of the 90-second short, Craftsman and his trusty Trafic sidekick can be seen dodging explosions, driving on two wheels, and even painting roads together.

“This is an unprecedented initiative for Renault LCV,” commented Caroline Méchaï, director of global advertising and media at Renault.

“The intention is to give Trafic a more dynamic image and reach out to a broader audience than simply business users,” she added.

Launched in 1981, the Trafic is Renault’s most popular light commercial vehicle (LCV), with approximately 1.6mn units sold to date. The ‘Trafic Rider’ film, according to Renault, has been released in a bid “to creatively communicate the special bond that artisan business owners have with the Renault vehicles they use”.

The video was produced by the Renault team in conjunction with media agency We Are Social.

“We have been working with Renault for several years now, particularly in France, and more recently, worldwide,” said Sandrine Plasseraud, managing director of We Are Social.

“This campaign shows off our creativity and our ability to come up with new, inventive ideas while remaining true to the brand’s DNA and remaining grounded in the everyday experience of its customers,” she concluded.

The video was published yesterday on Renault’s YouTube channel under the banner #TraficRider, and has received almost 300,000 views so far.


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