Agency Network: 
October 2009

Print advertisment created by Marcel, France for Lancia, within the category: Automotive.

New Musa GPL
More than 1200km on a full tank

Advertising Agency: Marcel, Paris, France
Creative Directors: Anne de Maupeou, Frederic Temin
Art Director: Youri Guerassimov
Copywriter: Gaëtan du Peloux
Photographer: Ebo Fraterman

Comments (19)

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iswanda82's picture
Activity Score 346

i thought it was for speed...... for fuel efficiency it think it doesn't work.... but it's okay, i never won any cannes anyway.... :)

Sydney based jake's picture
Sydney based jake
Activity Score 115

subtle and effective too, Tho the colour scheme makes 1200km on one tank look like a dull and boring thing. Get excited...

alexander_bickov's picture
Activity Score 3279

Nice idea

jackmancer2017's picture
Activity Score 6992

I really had to think hard what those two guys where doing there, where they your personal drivers?? But I suppose they're pilot and co-pilot. Didn't really convince me but maybe it's just because I just woke up ;p

Guest's picture

I don't understand, is it possible to have more explication ?

kurtberengeiger's picture
Activity Score 7323

I guess I need to drink more coffee, because I just don't get it...

Guest's picture

having an idea is one thing. Find the best way to express it is another.
Two personnal drivers (for those who didn't get it/if i get it wright) is an idea, the ad isn't a strong expression of it.
Find time for better visuals that still allow you to show the car and maybe...

Juan Cabral's picture
Juan Cabral
Activity Score 709

Nice joke.

Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

talkingisfree's picture
Activity Score 2712

not good not bad.

gravity's picture
Activity Score 181

not exactly making the point but nice idea anyway.

what disturbed me is, a lancia, looking like a sports car with a sunroof, doesn't seem to fit the private driver concept.

royschellekens's picture
Activity Score 390

I am really confused too! Are these two pilots who think it now is better to take the car in stead of the plane? Or two personal drivers because one can't drive 1200 km all by himself????

Hate advertising? Make better ads.

Guest's picture

It goes so far that the drivers have to swap over.

Guest's picture

Something wrong with this work...must go back to brainstorming and get something better.

everartz's picture
Activity Score 7613

it took me a while to get it.. but still its not that impressive..

| everartz |

Zuluzebracrossing's picture
Activity Score 16


yctham's picture
Activity Score 178

Not hard to understand indeed. It means need 2 drivers to finish off the full-tank journey. =)

dievill's picture
Activity Score 153

Nice!!! but with speed it would be better!!!

Guest's picture

not impressive at all ! school work

Guest's picture

they are pilots, because usually only pilots have to do such dintances as 1200 (or more) km on one tank/ quite ok but not a blockbuster 7/10