Description

CHALLENGE
After global brands left Russia, the market was flooded by new Chinese automakers who tried to capture hearts with glossy clichés — smiling families, pompous manifestos, empty “emotional” ads. All looked alike and lacked cultural depth. LADA faced the task of standing out not with polish, but with truth — showing that contradictions and sincerity can be stronger than templates.

CREATIVE IDEA
We rooted the campaign in the national DNA: paradoxes, idioms, untranslatable expressions that no foreign brand can own. For the 55th anniversary of the first model, LADA did not glorify itself, but admitted it is contradictory, stubborn, touching, and real — just like the country that raised it. This confession became “The Country of Contradictions”.

SCRIPT
• Built on contradictions: each scene a visual and verbal oxymoron.
• Mosaic structure: shifting tones form a portrait of Russia.
• Language: untranslatable idioms, echoes of classics.
• Direction: naturalistic acting, authentic settings.
• Music: blend of nostalgia and drive.
• Narrative: not a manifesto, but a poetic confession.

RESULTS
• Brand strength: 86 (record).
• 88%: “LADA feels like ours — not perfect, but sincere”.
• Distinctiveness: 37% vs. 19% norm.
• Reach: 60M+ people, 45% aged 18-34.
• Media: VTR 72% (65% planned), traffic 840K+ (750K target).
• Nearly 50% higher purchase consideration.

Credits

Alena Klepikova – Creative Leader
Inna Nikolaeva – Art Director
Alexey Utochkin – Art Director
Alexander Kovalenok – Senior Copywriter
Alexey Danko – Copywriter
Natalia Kacharava – Strategic Planning Director
Maxim Lapin – Managing Director
Viktoria Urzhumova – Group Account Director
Kristina Sidorina – Senior Account Manager
Natalia Masyukova – Producer