Friends are Family too - Dacia | Clapboard Ad Archive
Dacia’s Friends are Family too campaign, developed by Publicis Conseil for the 2026 European relaunch of the Jogger, pivots away from traditional automotive storytelling by reframing the car as a facilitator of modern, chosen families and genuine friendship bonds rather than simply a vessel for nuclear domesticity. As the ultimate family vehicle enters a new chapter with a sharper exterior, 10-inch touchscreen, and 155 hp hybrid engine, the creative strategy places the Jogger at the heart of moments shared not just among relatives, but also among close friends whose loyalty and intimacy echo those of kin, reinforcing Dacia’s approachability and real-life inspiration. The film, supported by Bordeaux indie rock band Botibol’s vibrant Friends soundtrack, immerses the audience in candid and tender vignettes of camaraderie, humor, and mutual support, deftly resonating across borders and generations. Occupying what Clapboard’s taxonomy would classify as FORMAT#10 — Associated User Imagery, the campaign bypasses tired plot conventions and instead stitches together universally relatable snapshots in which the Jogger serves as an authentic companion to groups that mirror viewers’ own evolving social circles. This user-centric creative approach underscores the brand’s move toward an inclusivity that aligns with the realities of contemporary European audiences, capturing a spectrum of modern kinship through Sébastien Staub’s visuals and an integrated 360-degree activation spanning digital, CRM, and on-the-ground assets. Layered over this cultural relevance is a signal of sustainable leadership, as the campaign becomes the first in the automotive sector to earn the two-star Ecoprod label, attested by AFNOR Certification, for responsible audiovisual production — a milestone that sets a new environmental benchmark in commercial film-making for personal transportation brands. The message is amplified by the campaign’s alignment with the Dacia Synergie 2025 project, reflecting a responsible brand narrative at every touchpoint, from creative conception to multi-platform European rollout, and ensuring the Jogger is not just positioned as contemporary in design and engineering, but also in its ethical footprint. Clapboard rates this 63/100. As more automotive brands grapple with inclusivity and environmental accountability, Friends are Family too stands as a real-world case of how generational values and responsible production can be woven into a refreshed brand proposition without losing sight of emotional resonance.
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