CHALLENGE After global brands left Russia, the market was rapidly filled by new Chinese carmakers. To win attention, they all used the same emotional clichés — glossy “happy families” and pompous manifestos. This flood of templated communication created noise, but little cultural connection. LADA chose a different path: instead of copying, the brand embraced its contradictions and honesty, showing what only a truly local brand can — real character, rooted in Russian everyday life and cultural codes.
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.
Agency - ad.nomad: 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
Production - PROFILM: Marat Adelshin – Director Mikhail Gerasimov – Executive Producer Dmitry Timonov – Line Producer Daria Nekrasova – Post-Production Producer
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