Dacia Duster makes a noticed return to honor the latest version of the iconic brand’s model. For the occasion, Renault Group brand and its agency will make a special operation. The campaign, created by Publicis Conseil, has been wanted up to the success of the car, which hustle the established order of the 4x4, to the point of becoming the most sold compact SUV in France.
To show up the desirability of design, and wealth of equipment of Duster, all without changing the low prices, Dacia has chosen to cover the legendary Queen’s song “Another Ones Bites The Dust”... and twist the lyrics.
All the “elites” who were thinking that the right to drive a 4x4 was reserved to them, have a fit of jealousy when Duster crosses the street, singing in rhythm “Another Ones Drives a Duster”. Whereas the drivers, proud of its Duster, fully enjoy the pleasure of the car.
The campaign developed for France & Europe, is made of a TVC, directed by AB/CD/CD (Partizan), video teaser first on-air for the Dacia’s community, and two prints with the characters that become jealous from seeing the car.
RENAULT
Xavier Martinet, Valérie Candeiller, Hortense Isnard, Bénédicte Rouquette (Renault-Dacia France) Gaëlle Le Grouiec, Andreea Culcea, Olivier Bourquin (Renault-Dacia Europe)
PUBLICIS CONSEIL
Executive Creative Director : Marcelo Vergara Art Director: Kamal Bhatnagar
Art Director (print): Marieke Navaux Copywriter: Marcelo Vergara
Account Managers: Stéphane Gaillard, Boris Langlois, Elodie Orosco, Cécile Cuzin, Bastien Wojciechowski, To-My Truong-Cong (Digitas-LBI)
Strategic Planning: Christel Engelvin
PRODUCTION :
FILM
TV Production (Prodigious): Pierre Marcus, Nathalie Levincent
Director: AB/CD/CD
Production Company: Partizan
Director of Photography: Alex Lamarque
Producer: Jules Dieng
Post-production (Prodigious): Vincent Bordier, Pierre Brière
Business Affairs (Prodigious): Carlos Serrano, Till Buisson, Jeanne Rault Sound Design (Prodigious): Emmanuel Rambaldi
PRINT
Photographer: Patrick Curtet
Production Director (Prodigious): Caroline Peyramaure Retouching : La souris sur le gâteau
Дата на публикация: 9 февруари, 2022
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