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.
