Dacia - Ingenious Productions

A new TV ad to show that when you apply Dacia’s smart engineering and ingenuity to the world of marketing, you can make a little go a long way.

Where many car brands might balk at the idea of creating an advert without a full production crew, hired actors and budget, we saw an opportunity to use the same smart thinking that Dacia uses in its alternative business model and efficient engineering to make an advert for the times.

The 30-second spot was directed and produced by Vania + Muggia through Iconoclast Films, and shot in their flat in Tel Aviv. It took only four weeks to produce using three laptops, a drill, a record player, some bike lights and a 1:43 scale model of a Dacia Duster.

The film opens on an epic tracking shot of a Dacia Duster with all the hallmarks of the typical car commercial. Streetlights sweep past, revealing the curves of the bodywork and the spinning alloy wheels. The LED headlights flare in the camera lens. Wind and driving sounds can be heard as the music kicks in.

In a slow move, the camera pulls back from the car, but all is not as it seems. As laptop keyboards and people start coming into frame, we realise the car is not full size, but a scale model sat on top of one laptop screens playing a rolling road video with another laptop providing the backdrop for the illusion.

As the camera pulls back further, we reveal the music isn’t simply a soundtrack but is being played in real-time by one of the video creators using glasses and bottles filled with water. Back further still we see that a carefully positioned hairdryer is creating the sound of the road and even the narration is being delivered in real-time via speakerphone.

“Dacia are able to offer high quality and robust vehicles for little cash outlay, not as result of scrimping on quality, but through ingenious engineering and the use of proven technology. We wanted to apply the same principles to our latest TV advert and were afforded the opportunity during the recent UK lockdown. As with our model line-up, it’s impressive how much you can achieve with a little.”

Adam Wood, Marketing Director at Groupe Renault UK

Words by

Natalie Smith

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