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Duckworth Finn Grubb Waters has created an pounds 11 million

pan-European launch TV campaign for the family-sized Daewoo Nubira.

The agency, which already handles the car manufacturer’s pounds 15

million UK advertising account, won the task to launch the Nubira and

Daewoo’s new ’mini’ car, the Matiz, in April this year. The new

advertising is part of a drive to concentrate on the individual

personality of each car model.

’Imagination’ aims to demonstrate that the Nubira is a safe and durable

choice. The 40-second spot, which combines live action footage with

animation, shows the car winding its way through the city streets,

avoiding several hazards along the way.

A voiceover explains that the technology that is used by super-tankers,

aircraft and space equipment has also been applied to the Nubira. The

endline is: ’Daewoo, designed around you.’

’People who need a new family car like the Nubira have similar needs

whether they’re from the UK, Germany or Italy. What they’re looking for

is a safe car that will look after them and their families,’ SK Kim,

deputy managing director of Daewoo UK, said. ’We needed to position the

Nubira as a car designed around those needs and demonstrate this with a

strong visual idea to enable it to translate across Europe.’

Duckworth Finn extended its relationship with Daewoo earlier this year

after a series of pitches for the pan-European account. It defeated

other roster shops, including Boebel Adams BBDO in Germany, and

challenges from non-roster networks.

The commercial rolls out on terrestrial and satellite channels across

Europe over the summer, starting in the UK where it broke on 8 July.

The ad was written and art directed by Paul Grubb and directed by Chris

Hartwell through RSA Films. Post-production was through The Mill. Media

is being handled by Daewoo’s national media companies, including CIA in

the UK.