Duckworth Finn Grubb Waters has created a pounds 1.2 million campaign for its flagship Daewoo client to relaunch the company's Matiz model.
The 30-second TV 'explosion' spot follows on from recent press work and shows the old version of the car blowing up and then reforming as the new Matiz.
The account director, Will Arnold-Baker, said it was time to move on from Daewoo's original brief to promote its three-year warranty, servicing and AA cover. The strapline for the ad is: 'We couldn't improve on that offer, so we've improved the car instead.'
Arnold-Baker said: 'Daewoo wanted to return to television advertising in the most dramatic and eye-catching way possible. It is a confident, high-impact commercial, which as one would expect from Daewoo ignores established conventions.
Patrick Farrell, Daewoo's director of sales and marketing, said: 'We wanted to demonstrate in the most memorable way that we have never been afraid to tear up the rule book - this ad is an extension of that.'
Farrell said five cars were exploded in the course of the shoot. The ad was written by Paul Grubb and art directed by Dave Waters. It was directed by Ronnie West through RSA Films. Media planning and buying is through CIA.