Dacia - Ingenious Productions

Under normal circumstances, creating a new campaign for the Dacia Duster would have seen us take a somewhat conventional path – an actual vehicle or two, a crew, a story and some carefully selected locations to set said story within. But these weren’t normal circumstances. Far from it. With much of the world locked down we had to find a different approach, so we looked to the brand itself for guidance.

Dacia make the UK’s most affordable cars. When you look beneath the bonnet of the Dacia brand, you discover they keep quality high and prices low by employing some ingenious engineering techniques. So working with ingenious directors Gal Muggia and Vania Heymann, we decided the only way forward was to ‘engineer’ an ad by being resourceful with the objects we had available to us in our homes. A handful of bike lights, some glassware, a turntable, drill, two laptops and one a perfectly timed take later, we had ourselves a car ad like no other.