I have Christian to thank for this latest example from Switzerland that shows Dacia is willing to be adventurous and portray itself as a quirky brand.
The press ad he saw looked like some kid or puerile pundit was trying to deface Dacia’s delicate design. The scribbles looked like graffiti. But no, on closer examination this was part of the print.
So Christian checked out the website and his first reaction was that it must have been hacked. No hang on. He soon realised it hadn’t. It’s all part of their latest campaign.
I’ve worked for a few years in marketing and advertising now, and I know how proud you feel when a campaign goes live. You send things to friends and family. I wonder if I’d sent this one round. People might think it’d gone wrong.
The problem is, we’re spending so much time laughing with the campaign, or perhaps at it, do we really take in the message? Or is the idea that by examining each bit of sabotage we’re more likely to take in the detail than if we’d just quickly passed it over?
I’m undecided on this one. It kind of works. But it also deflects attention. The jury’s out.