There’s a small car release campaign every other minute. There’s an electric car ad every minute in between. How do you make your small entry level electric car stand out? Publicis Conseil has done so for the Dacia Spring using the small electric car ad “must-haves”. That’s quite a feat. Dacia Spring will be the most affordable electric car in the European market.
The campaign plays to the love-hate relationship young audiences have with in-crowd elitism – limited edition sneakers, VIP entry at clubs, wearing designer tech – which it underlines with a reorchestration of Tears For Fears hit, Mad World and the message, Some things should be accessible to everyone. Just like electric cars. The campaign slogan describes the car as Exclusive for Everyone.
The campaign video was filmed in Madrid by James F. Coton and launched on March 18 in digital. It went to air obn march 20, the first day of Spring across all market in which the car is sold.
Credits:
Client: Dacia
Client Team: Xavier Martinet, Valérie Candeiller, Giovanni Costa & Mattieu Rater
Agency: Publicis Conseil
President overseeing creativity: Marco Venturelli
Creative Directors: Romulus Petcan & Gabriel Gherca
Art Director: Corentin Salignat
Copywriter: Guillaume Sabbagh
Agency Producer: Sophie Megrous
Strategic Planning Lead: Shashank Hariharan
Agency Account Leads: Laurent Duvivier, Victor Maier, Andrea Lassort & Mathilde Lacour
Production Director: James F. Coton
Production Company: Phantasm
Producer: Gary Farkas
Post Production: Prodigious
Post-producer: Jean-Philippe Tapia
Sound Production: Carsten Krueger
Business Affairs: Camille Masse, Jeanne Duclos & Kamilla Boussouf
Music:
Title: Mad World
Composer: Roland Orzabal
Perfomer: Noëm
Editions: BMG Rights Management (France) S.A.R.L. (SACEM) obo BMG Rights Management (UK) Limited (PRS / MCPS) obo Roland Orzabal Limited (NS)
