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October 2009
Lancia:  Drivers
Lancia Print Ad -  Drivers


Print advertisement 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
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iswanda82's picture

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.... :)

Activity Score 344
Art Director
Sydney based jake's picture

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

Sydney based jake
Activity Score 115
Graphic Designer at Creative Living Media
alexander_bickov's picture

Nice idea

Activity Score 3281
jackmancer2017's picture

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

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

Activity Score 7357
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

Nice joke.

Juan Cabral
Activity Score 709
Copywriter |

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

not good not bad.

Activity Score 2712
Art Director
gravity's picture

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.

Activity Score 181
Art Director at Sistemsensin
royschellekens's picture

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????

Activity Score 390
Art Director at Art Director |

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

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

Activity Score 7613
Art Director |

| everartz |

Zuluzebracrossing's picture


Activity Score 16
yctham's picture

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

Activity Score 178
Planner at Limkokwing University of Creative Technology
dievill's picture

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

Activity Score 153
Creative Director at BBDO ECUADOR |

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

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