Smart Dacia
An animated film worth seeing advertises Dacia cars in the UK.
Dacia is the fastest growing car brand in Europe. Marketing and advertising have probably played a considerable part in this: With the "anti-status symbol" concept, a gap was found in the competitive European car market right from the start - and it has obviously been successfully exploited. In a world in which cars are becoming ever more powerful, complex and sophisticated, the need for affordable vehicles that primarily get their occupants from A to B seems to be great. No unnecessary assistants, no gadgets, no frippery - just a car.
The new campaign, created by Publicis London and animated by Aardman Animations, blows the same horn: less is more - simple is smart. The animation is lovely. It's as if the brand, which was rather ridiculed at the time of its market launch, is dreaming of one day becoming a real love brand. And the fact that the paper Dacia looks like any other car - no problem. Or would you know what a Dacia unmistakably looks like? (hae)
