Awards International — 2025 /
FILM CRAFT /
Copywriting/Script
Agency
ad.nomad
Client
AVTOVAZ (brand LADA)
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.
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
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