Daewoo pushes ’personality’ theme

Duckworth Finn Grubb Waters is launching a pan-European TV campaign next week for Daewoo, with what the agency describes as its most ambitious creation for the car manufacturer to date.

Duckworth Finn Grubb Waters is launching a pan-European TV campaign

next week for Daewoo, with what the agency describes as its most

ambitious creation for the car manufacturer to date.



The 30-second spot, entitled ’Aerial fantasy’, features Daewoo’s Lanos

model performing a series of high-flying moves alongside a

skateboarder.



The spot, written by James Fryer and art directed by Mike London,

follows Daewoo Europe’s strategy of concentrating on the personality of

individual models - the message being in this case that the Lanos is fun

to drive because it is safe.



The ad was shot by Daniel Barber of Rose Hackney Barber at London’s

Docklands, where the crew erected an enormous half-pipe for the car and

skateboarders to perform in.



The car was propelled along roller-coaster tracks and controlled by

stuntmen from the inside, enabling it to spin across the top of a ramp

and down railings.



The model is aimed at people in their late 20s to early 30s who have

taken on more responsibilities but still maintain a youthful outlook on

life.



’We wanted to recreate the energetic dynamism found in the extreme

sports programmes to enhance the youthful image of the car,’ Paul Grubb,

creative director of Duckworth Finn, said.



The ad will roll out across Europe during November, showing first in the

Netherlands, Belgium, Spain and France.



Kate O’Mulloy, Duckworth Finn’s head of television, produced the spot

with the help of skateboarding professionals, who advised on the

authenticity of the set. Media planning and buying is through Daewoo’s

local agencies, including CIA Medianetwork in the UK.