Duckworth Finn Grubb Waters is launching a pounds 7 million
pan-European campaign for Daewoo Europe, kicking off with the mini car,
Daewoo’s strategy is to concentrate on the individual personality of
each car model. ’Factory’ highlights the stylish looks of the Matiz and
centres on the fact that it has been designed around the driver’s
The ad is set in a futuristic factory and shows the workers being put
through the various processes in the car’s design. They are subjected to
several tests, including being submerged in water and spray-painted. The
endline is: ’Designed around you.’
Paul Grubb, Duckworth Finn’s creative director, said: ’This commercial
is a spectacular dramatisation of Daewoo’s commitment to designing and
building cars for the people that buy and drive them.’
The ad breaks in Spain this week and then rolls out across Europe on
national terrestrial TV, CNN, Eurosport, Euro News and MTV.
Daewoo called a review of its pan-European advertising arrangements last
month (Campaign, 9 April) when it met with a number of European agency
networks, including Duckworth Finn.
The agency now handles the company’s entire pan-European budget with a
task to launch the Nubira saloon and the Matiz.
The ad was written by Brendan Wilkins, art directed by Paul Hancock and
directed by Chris Hartwill of RSA Films.
Media is handled by CIA Medianetwork in the UK and Daewoo’s national
media companies elsewhere.