Publicis UK has created a TV advertising campaign to support the launch of Renault-owned car marque Dacia, which goes on sale for the first time in the UK this month.
The activity breaks on national TV, and features the UK marketing strapline “You do the maths”, which was introduced in summer last year.
The TVC introduces Dacia, a car brand which favours function over frivolity and makes an enemy of the unnecessary, enabling them to offer a simple range of cleverly designed vehicles, without compromising on quality, at an unbelievably low price.
The voice-over stars Ralph Ineson, best known for playing The Office’s Finchy. The ad opens on a stripped-back still of the Dacia range, with Ineson saying: “Hello, we’re Dacia. We don’t do frivolity, function’s our thing. It’s how we keep quality high and prices low. But research suggests that a touch of frivolity might make a car seem more appealing.”
The spot, ‘Frivolity’, then breaks into a fast-paced montage of car clichés including a vehicle driving seductively over an aqueduct and through a desert, with the VO asking, “Happy?”. The ad closes back on the Dacia range, with the end-frame featuring the strapline “You do the maths”.
Phil York, Renault UK Marketing Director, said [TBC]: “The Dacia brand is all about breaking the rules, and the campaign reflects this in a tongue-in-cheek way. It challenges the perception of what a quality car can cost and reveals the amazingly priced Dacia range.”
Jason Cobbold, Publicis London Deputy Managing Director, adds: “Every once in a while a brand comes along with a story that really shakes up the market. With its unique proposition of ultra low price and high quality, this is Dacia. Naturally, we’re looking forward to spreading the word.”
The range starts from only £5,995 and includes a 5-seat SUV from only £8,995. The campaign will be supported by print and online. Media is through OMD.