New Lada Granta “Keeping The Word” launch campaign
Lada Granta is a legendary car in Avtovaz lineup and one of the top-3 best-selling cars on the Russian market. However, it has the cheapest price among other models and therefore appreciated as a multipurpose vehicle for daily use, not a dream car. Research shows that people are losing trust in ads. They tend to believe in stories told by real people. That is why we created true life stories about real people who keep their promises. Stories that got under the skin and into the heart of our audience and caused the unprecedentedly warm response.
Many people across Russian regions live simple lives not asking for recognition, money or fame. They do what they have to do, and often do it for others, disregarding their own needs. Such is the Russian common folk is. No matter the circumstances and difficulties he faces, he will keep his word, once given. He is reliable, unpretentious, honest, and humble. Selfless acts are common and expected of him. His close ones depend on him. You can rely on him, but he can rarely rely on his car, which is usually an either a poorly built one or an old one. Reliable person needs a reliable car. We elevate the everyday challenges of our everyday hero to the level of deep human drama, and we celebrate those who keep their word no matter the circumstances.
As a result, VTR and CTR were 2-4 times above market norm and the average viewing time was 75%, 3 times greater than the 30” benchmark defined for video of automotive segment.
Film advertisement created by Fuel Adwise Group, Russia for Lada Granta, within the category: Automotive.
Chief Creative Officer: Denis Koutylov
Strategic Planning Director: Dmitry Ulyanov
Creative Group Head: Dmitry Yanin
Creative Director: Mike Gibson
Copywriters: Roman Serdyukov, Arakel Zatykian
Art Director: Zheka Guseinov
Client Service Director: Tatyana Chvokanova
Senior Account Manager: Ksenia Fomenko
Producer: Oksana Kondratieva
Junior Producer: Alexandra Igumentseva
Production House: BAZELEVS
Director / DOP: Marat Adelshin
Editing: Chebotarev Sergey
Producer: Anna Shimanogova
Music Composer: Timur Aminov