Dacia's DIY ingenuity

Dacia has today released a new spot which shows that you can achieve quite a lot with just a little.

Unable to utilise a full production crew, actors and most other trappings of a modern commercial, Vania & Muggia, who directed the spot through Iconoclast Films, shot the film in their flat in Tel Aviv. It took four weeks to produce using three laptops, a drill, a record player, some bike lights and a 1:43 scale model of a Dacia Duster. 

The commercial, called Ingenious Productions, uses those items to cleverly create what looks, initially, like a fairly cliche-ridden car campaign, before the camera pulls back to reveal a more homemade approach 

“Lockdown has put restrictions on the creative industries like never before, but constraints always bring out the most inventive thinking," said Dave Monk, Executive Creative Director at Publicis•Poke. "Dacia is a car brand that prides itself on its affordable ingenious engineering, so it made sense that the work we made was an affordable ingenious little production in itself. Ingenious Production is a platform born out of recent times, but should have a lot of miles left in its tank.”