For us, for real people

Agency: Publicis Conseil


DACIA is launching the third generation of its iconic SUV, the Duster.

Introduced in 2010, Duster has become the flagship of the DACIA brand over the years, democratising the SUV with more than 2.2 million registrations. Duster accompanies everyone, individuals, families, and professionals alike, in their outdoor activities and leisure.

The new Duster will offer an unprecedented range with two distinct finishes, Extreme and Journey, with engines tailored to the real needs and usage of its users:

This new generation of Duster will appeal to a growing number of customers, thanks to its assertive new design, proud of the Dacia brand identity, its real cross-country ability (31° approach angles), and the new modular YouClip mounting system, which allows you to install your smartphone, a pouch, or a small portable light in different places, for example.

This launch is an opportunity for DACIA to take a more global approach to the brand, with a worldwide manifesto film created by Publicis Conseil and directed by Max Walkin (Wanda). The film showcases an authentic vision of the car, designed, and built for every use, every moment of real life. A life made up of simple joys, intense moments, and real, human encounters.

This film has been adapted into several formats, focusing on the new Duster, for the Reveal campaign. A new Duster, built to meet the demands of real life, particularly outdoors, its preferred territory.

For its international version, the film is carried by the universally famous song California Dreamin', sung by Barry McGuire. This interpretation underlines the emotion of the film, while keeping the rhythm of this human tale engaging. Finally, the lyrics express the desire to discover other horizons, other places.

The campaign will be rolled out across Europe from 1 December, with a TV, Digital, social media and CRM campaign, including a series of photos taken by Patrick Curtet (Quad).

This professional campaign titled 'For us, for real people' was published in France in November, 2023. It was created for the brand: Dacia, by ad agency: Publicis Conseil. This Integrated medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted 3 months ago.


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.