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Dacia’s Pancake Day Print Ad



Publicis UK with tactical spot

Dacia’s Pancake Day Print Ad


Publicis UK has created a tactical Pancake Day-inspired print ad for Renault-owned car marque Dacia, which went on sale for the first time in the UK last month.
The ad, which appears today in national press, lists a whole hosts of toppings and fillings that pancakes can come with before adding: “But sometimes all you really want is lemon and sugar.” 
It is part of the activity launched by Dacia last month under the UK marketing strapline “You do the maths”, which introduces Dacia as a car brand which favours function over frivolity and makes an enemy of the unnecessary, enabling them to offer a simple range of cleverly designed vehicles, without compromising on quality, at an unbelievably low price.
Also running is a TVC, ‘Frivolity’, which first aired in January. It features a voiceover by Ralph Ineson, best known for playing The Office’s Finchy. The ad opens on a stripped-back still of the Dacia range, with Ineson saying: “Hello, we’re Dacia. We don’t do frivolity, function’s our thing. It’s how we keep quality high and prices low. But research suggests that a touch of frivolity might make a car seem more appealing.” 
The spot then breaks into a fast-paced montage of car clichés including a vehicle driving seductively over an aqueduct and through a desert, with the VO asking, “Happy?”. The ad closes back on the Dacia range, with the end-frame featuring the strapline “You do the maths”.  
The range starts from only £5,995 and includes a 5-seat SUV from only £8,995.  Media is through OMD.
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