Daewoo is launching a pounds 4 million ad campaign through
Duckworth Finn Grubb Waters, extolling the car company’s customer
’Crusher’, the first of four TV commercials, shows how people feel
pressurised when buying a new car. A couple, test-driving a new vehicle,
are hoisted by a giant magnet into a crushing machine.
But as the voiceover lists all the special customer services Daewoo
provides, the machine falls apart, leaving the couple free to drive
’Back to front’ involves a salesman handing a buyer the keys to a new
As the buyer drives off, the film rewinds showing the driver handing the
keys back to the salesman.
The voiceover explains: ’Most car companies are interested in you when
you’re buying a car. At Daewoo, we’re more interested in you when you’ve
In ’extras’, a new Daewoo is seen altering itself to show what would not
be included in the cost price when buying another brand. As the
voiceover lists the extras, oil starts spurting from the engine and the
exhaust pipe and number plates fall off.
Finally, ’chameleon’ shows a salesman painted to blend in with the
Daewoo he’s selling to emphasise advisers are on hand when you want them
and do not work on commission.
’Back to front’ and ’crusher’ were written by Matt Lee and art directed
by Peter Heyes. ’Extras’ was written by Brendan Wilkins and art directed
by Paul Hancock.
’Chameleon’ was written by Eugenia Pacelli and art directed by Claudio
Pasqualetti. All the ads were directed by Doug Foster through Blink.