LONDON (Brand Republic) - Daewoo returns to UK TV advertising today by blowing up its revamped Matiz small car.
The campaign, created by Duckworth Finn Grubb Waters, is to be screened first in the London region during ITV鈥檚 Who Wants to Be a Millionaire?. The campaign will run for three weeks.
The 30-second commercial opens with a shot of the Matiz with a voiceover explaining how Daewoo 鈥渓eads the field in after-sales provision鈥. The next scene shows a Matiz being blown up and the effect is then reversed to reveal a new version of the car.
The message behind the campaign is that, unable to improve on its customer services package of three years鈥 free warranty, three years鈥 free servicing and three years鈥 AA cover, Daewoo decided to improve on the product.
Will Arnold-Baker, account director at Duckworth Finn, said, 鈥淚t is a confident, high-impact commercial which, as one would expect from Daewoo, ignores established conventions. We are all very proud of it and enjoyed working on it, particularly as it went from concept stage to final broadcast format in just four weeks.鈥
The commercial was written by Paul Grubb and art directed by Dave Waters. It was directed by Ronnie West through RSA films with media planning and buying through CIA Medianetwork.
Daewoo was officially declared bankrupt by its creditors in November last year. Its future was first plunged into uncertainty a year ago when it was placed under a restructuring programme after it was discovered to have billions of pounds worth of debts.
The campaign launch comes as General Motors chief executive Rick Wagoner said the company would be in a position 鈥渨ithin about a month鈥 to decide on whether to enter into fresh negotiations about taking over the South Korean automotive group.