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TEAM
CREATIVES:
Dan Panaitescu - Group Creative Director
Dana Cavaleru - Copywriter
STRATEGY&RESEARCH:
Loredana Nastase
CLIENT SERVICE:
Alina Mihai,
Simona Costea
A/V PRODUCTION:
Monica Garbur
PRODUCTION HOUSE:
Carlo Production
DIRECTOR: Andreea Paduraru
DOP: Tudor Lucaciu
SOUNDTRACK: Yama Studios
DACIA GROUPE RENAULT:
Edi Croitoru, Corina Ilie
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We've got two yellow cars: one is BIG, the other is small. And a telephone number: 0248500500.
What's the point? These cars come to rescue you. They don't rescue your soul or body. They rescue your car. If you have a problem such as: flat tyre, battery running low, blown up tyre, weird noise that you simply can't explain and more, you simply make a call and there comes Dacia Assistance (it is Dacia Assistance that we are talking about) and it "fixes" you on the spot: whatever car you may have, whatever problem you may encounter and whatever hour it may be.
This was the brief.
What did we do? Two TV commercials.
We chose a nice and helpless character (this role was appointed to the Romanian actor Nicolae Poghirc) and made him pass through what we've been talking about in the description above: car breakdown in the middle of nowhere, a background with endless fields.
What would he do if he didn't know anything about Dacia Assistance, or if he couldn't fix the car by himself and nobody stopped to help him?
We resorted to extreme solutions (for we were taught this way at trainings):
1 .he lies down on the pavement
2. he seizes a STOP traffic sign, thrusts it in the ground, on the edge of the
highway, hides away, waiting desperately for somebody to stop and give a helping
hand.
When shooting the first TVC, we lived some sensational experiences as the car was supposed to stop right near the body of the actor lain on the pavement. In one of the frames, after jamming on the brakes, the driver forgot to release the gears and the whole team nearly froze, not to mention the poor hitch-hiker who was not allowed even to startle.
The TVCs were conceived as a series of jokes without gist and shot in an extremely simple style. We had some very talented actors (Nicolae Poghirc, Andreea Bibiri and Ionut Antonie) and the director-DOP team that we wanted: Andreea Paduraru- at one of her first TVCs - and Tudor Lucaciu - probably the best Romanian cameraman in the field. We also had an unexpected weather that defied all weather broadcasts and that would have surprised the famous Romanian foreteller Mother Omida herself.
In one single day we had: sun, clouds, rain, wind, storm and again sun. Accordingly, we were forced to change the general atmosphere somehow: one of the TVC- supposed to have a stifling weather, that kind of heat that breaks you down in midday, when you nearly die with sunstroke and the crickets are singing in the grass - had eventually a gloomy atmosphere, with dark cloudy sky and a cold TV image. The soundtrack played an important role. The music and the SFXs were produced with great charm by Cri (Cristian Stanciu) from Yama Studios.
After having the two TVCs ready, we began the work for a Radio commercial. The protagonists were Cezar (Stanciulescu) and Cri, also called the "Pac&Poc" couple as any comic couple should bear a comic name. Besides, Cri could reproduce in a very funny way the noise made by a damaged car: pac-poc-pac-poc!
Above all, we had a lot of fun, we also learned a lot. All we hope is for you to enjoy the TVCs, but never find yourself in a position to need Assistance |
