Daewoo reveals Christmas work

Duckworth Finn Grubb Waters has created a pounds 5 million campaign

for Daewoo, which breaks on Christmas Eve.

The campaign consists of four 30-second and two ten-second

commercials.

The first 30-second film, ’champagne’, unveils three models, while the

others concentrate on the three years’ worth of insurance, warranty and

servicing that comes free with Daewoo cars.

’Champagne’ opens by asking: ’What kind of car company has the

experience to launch three cars at the same time?’ The voiceover goes on

to describe other products Daewoo manufactures and shows bottles of

champagne being smashed on to the cars, the side of a ship, a

helicopter, a TV and other products.

The second ad, ’mobile’, opens on four cars suspended on wires. As

background music plays, the cars spin round and the camera pulls back to

show the cars are actually part of a baby’s mobile suspended above a

cot.

The third ad, ’stress relief’, shows cars again suspended by wires but

swinging from side to side and bumping into each other. As the camera

pulls back, the viewer sees that the cars form an executive stress

ornament.

The fourth spot, ’clay’, uses claymation to show how Daewoo cars are

moulded to fit around the driver. Directed by Luis Cook through Aardman

Animations, it shows two parents, a young girl and a baby each getting

into a car which is made out of modelling clay. As they get into the

car, they are absorbed into the mould.

The two ten-second spots, ’telephone’ and ’wheel’, publicise the direct

response phone line for people wanting information about Daewoo.

Duckworth Finn’s creative directors, Dave Waters and Paul Grubb, created

’champagne’ and ’telephone’, both of which were directed by Ian Giles

through Annex Films.

The ’stress relief’, ’mobile’ and ’wheel’ executions were written by

Brendon Wilkins and art directed by Paul Hancock.

’Stress relief’ and ’mobile’ were directed by Daniel Barber through Rose

Hackney Barber, while ’wheel’ was directed by Giles. The animated ad,

’clay’, was written by James Fryer and art directed by Mike London.

Media planning and buying is by CIA Medianetwork.

This article was first published on Campaign