Simple is Smart by Publicis London for Dacia

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Simple is Smart

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Industry Cars
Media Film
Market United Kingdom
Agency Publicis London
Production Aardman Animations
Director Danny Capozzi
Producer Sami Goddard
Released October 2017

Credits & Description

Category: Automotive
Media: Film
Brand: Dacia
Agency: Publicis
Geo: United Kingdom
Advertising Agency: Publicis, London, UK
Production Company: Aardman Animations
Director: Danny Capozzi
Producer: Sami Goddard
Technical Director: Ben Toogood
Build: Andy Lavery
Rigging: Duncan Rudd
Lighting / Compositor: Tessa Mapp
Animation: Duncan Rudd
Editor: Benjamin Craske
Published: October 2017
Synopsis:
"Simple is smart," this spot for Dacia, the fastest growing car brand in Europe tells us. Aardman did the wonderful animation, treating us to some spectacular eye candy. This was shot in a single camera movement through CGI. We watch as the Dacia drives through a pop-up city, getting tested in a facility, and past a cop car choice (although charming moments illustrating the voice over which speaks to durability, price points and the like.)
I love how the spot chooses to remain monochromatic rather than get too colorful. It reminds me a lot of the old generic packaging in the 80's that was just black and white and nondescript, long before grocery store chains created their own private labels. There's something almost revolutionary about choosing a non-branded no-name item instead of the one that charges extra for the packaging. In this case, Dacia sets itself apart and actually helps create a strong brand. Because Dacia is the car for those people who just want a car.