NEWS: Duckworth Finn sticks to quirky Daewoo line

Daewoo’s commitment to unusual advertising continues with a pounds 5 million campaign that launches this week as the core activity in the car manufacturer’s market offensive for 1996.

Daewoo’s commitment to unusual advertising continues with a pounds 5

million campaign that launches this week as the core activity in the car

manufacturer’s market offensive for 1996.



The four spots have been devised by Duckworth Finn Grubb Waters to

convince car buyers that Daewoo will stick to its pledge to be the most

customer-focused car company in Britain.



The first commercial, ‘relaxation’, reinforces the Korean car

manufacturer’s commitment to hassle-free car buying. The Hollywood

special effects expert, David Garfath, who has worked on the Empire

Strikes Back, Brazil and Superman, was drafted in to direct the film,

which shows a couple walking to a Daewoo showroom. Outside in the

street, shark fins cut ominously through the road surface, hinting at

the predatory salesmen who lurk in the real world. Inside, all is

different as only salaried ‘advisers’ help with each purchase. The film

was produced through the Paul Weiland Film Company.



The second ad, ‘manual’, shows a car manual coming to life. A line-

drawing of a man talks his way around a Daewoo Nexia explaining that

Daewoo can offer all the car’s extra features simply because it does not

have a dealer network. Both ads were art directed by Mike London and

written by James Fryer, while ‘manual’ was directed by Jerry Hibbert

through Hibbert Ralph.



The most controversial ad, however, features an ultrasound scan. A

soothing voice tells a would-be mother not to worry about delivery

because there are so many guarantees. As the scan picture becomes

clearer the newcomer is shown to be a car. Art directed by Paul Hancock

and written by Brendan Wilkins, the spot was also directed by Hibbert

through Hibbert Ralph.



The final ad, ‘rocket’, is a direct response spot, art directed by

Charlie Wilson, copywritten by Emma de la Fosse and directed by Joe

Roman of Rose Hackney Barber.



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