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How Much Would You Pay for a ‘Seat’?

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Publicis Conseil spot for Dacia highlights life’s luxury seats to showcase car’s affordability

How Much Would You Pay for a ‘Seat’?

After the successful 2011 launch of the Dacia Lodgy, the brand’s first MPV, Dacia is launching a new campaign to once again show that the Lodgy is the best vehicle available in its segment.

The Dacia Lodgy MPV is a real MPV: reliable, roomy and well equipped, it offers record spaciousness to accommodate an entire family at an incredible price.

To illustrate this, Dacia and Publicis Conseil decided to create a quirky, cheeky advert that represents the spirit of the brand, and which highlights the vehicle’s excellent competitive advantage: a 7 seater for the price of €11,480. Dacia is the only brand to offer such a deal.

This new film entitled “The Seats” is a humorous parallel between the exorbitant prices of one-time use ‘seats’, and the 7-seat Dacia Lodgy’s affordability.

The advert is divided into two distinct parts: the first shows exclusive, luxurious and sometimes ostentatious places: a box at the opera, a private jet, a football stadium, a casino...

The contrasting second part depicts a family in a Lodgy, enjoying a warm, lively atmosphere. The contrast is further highlighted by two very different styles of music.

The film’s strapline “Some people would pay anything for a seat. Not you. Dacia Lodgy, 7 seats for only €11,480’ is in line with other Dacia adverts such as ‘Life Proof’ and the Logan/Sandero ‘Top of the world’, with an intentionally biting tone that breaks with convention. 

The campaign is broadcast in Portugal.


Renault: Stephen Norman, Caroline Mechaï, Olivier Dupuis, Amélie Bannel

Agency: Publicis Conseil
Chief Creative Officer: Olivier Altmann
Creative Director: Olivier Altmann
Art Director: Yves Sarhadian             
Copywriter: Benjamin Karsenti
Account managers: Patrick Lara, Eric Hazout, Grégoire Verdet, Sylvie Dos Santos, Hélène Duvoux-Mauguet
TV Production
TV Production (WAM): Pierre Marcus, Nathalie Levincent 
Director: Hervé Plumet
Company Production: Ursus

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Categories: Cars, Automotive

Publicis Conseil, Wed, 25 Sep 2013 09:26:16 GMT