They make an analogy between their car models and babies. I still try to find someone who talks French to translate me the whole campaign.
I am pretty fascinated that car industry is really a pioneer of using children themes and childlike elements through all its history to achieve better sales. In this specific case it does not have to do with the design morphology but more with the context the product is loaded.The whole advertisement can be found under this link
http://www.renault.fr/
It is easily understandable that Renault's advertisement plays among others with the emotions of joyfulness, playfulness, imagination, enthusiasm and optimism, that Montagu characterizes them as pedomorphical.
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