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The Sustainability Channel

Enter the Mad World of Electric Cars in Dacia Spring Campaign

Tears for Fears' classic 'Mad World' soundtracks new spot directed by James F. Coton

Enter the Mad World of Electric Cars in Dacia Spring Campaign

After having revolutionised the entry-level automotive market with Logan, Sandero, then the SUV segment with DUSTER, Dacia is now redefining the all-essential electric vehicle with the New Dacia Spring

Agile, robust, spacious, and equipped with a 100% fully electrified engine with an autonomy of 230 km WLTP (305 km for city driving), Dacia Spring unveils a new era: electric mobility accessible to everyone. Dacia Spring will be the most affordable electric car in the European market.

Dacia and Publicis Conseil created a campaign that is vibrant in colour yet staying in-line with the brand’s philosophy of offering accessible cars to everyone, with all the essentials. 

The campaign was filmed in Madrid by James F. Coton, featuring a re-orchestration of ‘Mad World’ setting the stage with two parallel and opposing universes side-by-side and without judgment: a universe of hyper-exclusivity and one of inclusivity with Dacia. 


This message is encapsulated with ‘Some things should be accessible to everyone. Just like electric cars’ alongside the campaign slogan ‘New Dacia Spring. 100% Electric. Exclusive for Everyone’. Further highlighting the car’s accessibility. 

Queueing up to buy a pair of ultra-limited-edition sneakers, entering a club through the ‘VIP’ entrance, or even buying a pair of designer earphones with a hefty price tag, Dacia presents itself as an alternative for people searching for the essential at the best price. 

A complete 360 launch, with a focus on digital media, will be rolled out starting from the 18th of March. 

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Dacia

Client team: Xavier Martinet, Valérie Candeiller, Giovanni Costa, Mattieu Rater

Publicis Conseil – Agency team

President overseeing creativity: Marco Venturelli

Creative Directors: Romulus Petcan et Gabriel Gherca

Art Director: Corentin Salignat

Copywriter: Guillaume Sabbagh

Agency producer: Sophie Megrous

Agency account leads: Laurent Duvivier, Victor Maier, Andrea Lassort, Mathilde Lacour

Production

Director: James F. Coton

Production company: Phantasm

Producer: Gary Farkas

Prodigious Co-President: Christopher Thiery

Post-production (Prodigious): Jean-Philippe Tapia

Sound Production (Prodigious): Carsten Krueger

Business Affairs (Prodigious): Camille Masse, Jeanne Duclos, Kamilla Boussouf

Music

Title: Mad World

Composer/Singer: Roland Orzabal

Editions: BMG Rights Management (France) S.A.R.L. (SACEM) obo BMG Rights Management (UK) Limited (PRS / MCPS) obo Roland Orzabal Limited (NS)

Category: Automotive , Cars

Genre: Music & Sound Design , People