Dacia: The Electric Revolution
In this commercial
TV Commercial Review
Heart or Humor
Dacia and Publicis Conseil have devised a colorful ad campaign that reminds everyone about the brand’s philosophy of making taking the essence of cars and making it accessible to all. In my opinion, the luxury available to anyone does not exist but it seems that in advertising this concept is very popular. It remains to be seen whether people will really believe this idea.
Filmed in Madrid by James F. Coton the ad shows two parallel worlds, side by side, one not judging the other: one ultra-exclusive, and the other inclusive with Dacia.
The slogan: “ALL-NEW DACIA SPRING. All-electric. Exclusively for all (Exclusively inclusive)” because certain things should be universally accessible, that includes electric cars.
The ad campaign is once again a rule breaker and helps position Dacia as the brand to shake up automotive. As the brand that, quite simply, gives the essentials.
The Dacia commercial’s soundtrack is the Noëm’s cover of “Mad World, (Gary Jules)” and its tagline is “Some things should be accessible to everyone.”
The main message is that electric mobility is no longer a niche product with the most affordable electric vehicle on the European market, “exclusively for everyone“.
Advertising Agency: Publicis Conseil, Paris, France
President Overseeing Creativity: Marco Venturelli
Creative Directors: Romulus Petcan, Gabriel Gherca
Art Director: Corentin Salignat
Copywriter: Guillaume Sabbagh
Agency Producer: Sophie Mégrous
Agency Account Leads: Laurent Duvivier, Victor Maier, Andrea Lassort, Mathilde Lacour
Director: James F. Coton
Production Company: Phantasm
Producer: Gary Farkas
Post Production: Prodigious
Co-President: Christopher Thiery
Post Producer: Jean-Philippe Tapia
Sound Producer: Carsten Krueger
Business Affairs: Camille Masse, Jeanne Duclos, Kamilla Boussouf
Dacia is also heading off on a tour of several major European cities to take back the asphalt, as part of a #SpringIsComing event co-organized with PR experts Hopscotch. As all great change comes from the streets, Dacia has teamed up with socially-minded street artists to give mobility a blast of liberating air. All-electric mobility that is finally available to all, thanks to Dacia Spring.
Dacia will unveil the original works of five inspiring street artists who have decorated the streets of Paris, Madrid, Milan, and Bucharest.
This March 20, the general public will be able to connect to Dacia’s social networks to check out the inspiring works by the talented artists, all known for their commitment to promoting art that is free of all constraints: William Roden (Paris), Media ODV (Madrid), Nicola Canarecci (Milan) and Sweet Damage Crew (Bucarest).
Over the following weeks, residents of Paris, Madrid, and Berlin can scour the pavement for one of the 150 ‘clean tags’ peppered throughout their home cities. Each tag will shed light on one of the main features of the All-New Dacia Spring. By scanning the QR code straight off the pavement, pedestrians will access a full overview of the most affordable electric vehicle in Europe, and for the extra keen, they can even place a Dacia Spring pre-order
The luxury available to anyone