Car brand Dacia showcases its new electric model with a spot trivialising the social elite.
Set to a cover of Mad World by Tears For Fears, the ad begins as a group of shoppers stand outside an exclusive pop-up. Further shots of people enjoying exclusive events – including VIP clubs and fancy wireless earphones – are coupled with images of the Dacia Spring, prompting the tagline: "Exclusive for everyone".
The work was written by Guillaume Sabbagh, art directed by Corentin Salignat and directed by James F Coton through Phantasm.
Last June, Dacia launched a do-it-yourself TV spot showing the power of innovation in creating advertising during the coronavirus pandemic.