Revolución (commercial)

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Revolución ( Spanish for 'Revolution') is a German commercial from 2008 thatpromotedvehicles from the Romanian automobile brand Dacia . It shows a group of historical personalities who can be assigned to revolutionary movements and ideas, living together in a shabby property. The spot was intended to highlight the low price of the vehicles.

content

There are different versions of the commercial, a two-minute long version and several short versions. At the beginning of the long version you can see Fidel Castro sitting in the back seat of a moving car. In the following shot, he has got out of the car and walks with a skeptical look towards a run-down, colonial- style hacienda , where a red flag is gently blowing in the wind. In front of the house he sees Mao Zedong taking out the garbage. Castro enters the property and walks through several rooms. First he meets Lenin , who is playing the video game Pac-Man on an old PC . Then you see Mahatma Gandhi lying on a bed, eating potato chips and watching TV. Karl Marx fell asleep on a chair in the next room. On top of it lies an open edition of the business magazine Capital . Rosa Luxemburg is playing table football against Martin Luther King and Ho Chi Minh is talking on a cell phone. Outside, Gandhi is discussing with Che Guevara who should do the dishes. Fidel Castro asks if he can stay, to which Marx replies that he can share the room with Gandhi. In one of the next takes you see Guevara and Marx sitting on the veranda. Castro asks Marx how things are going with cleaning the house. Marx replies that the property is not the Four Seasons . Then you see a close-up of Guevara, which is reminiscent of the famous photo Guerrillero Heroico . To his statement “It's time for another revolution” (German “It's time for another revolution”), Marx replies: “Che, it's about what people need.” (German: “Che, it's about what people need.” . “) In the following shot, which shows the three thoughtfully on the veranda, you can see that Che Guevara is holding a Coca-Cola bottle. A cut to the advertised product follows. There is a Dacia Logan MCV in a pedestrian zone , which is inspected by passers-by. There is an oversized price tag on the roof of the car that says “€ 8,400”. Then the slogan “The first station wagon that everyone can afford” can be seen against a white background, followed by the type designation of the car and the brand logo.

In a 47-second short version, some scenes were cut out, including all the dialogues, apart from the last one between Guevara and Marx. But new scenes have also been added. For example, instead of Marx asleep, Ho Chi Minh is sitting in a chair and reading a newspaper. Another 30-second version is missing Mao Zedong and Ho Chi Minh. This version advertises the Dacia Sandero with the slogan “The car for everyone”.

style

The part of the film that takes place in the hacienda looks like an analogue cine film recording. The images are out of focus, the color intensity , brightness and contrast fluctuate greatly. In addition, scratches, stains and the perforation of the film material can be seen. In addition, the rattling of a film projector can be heard throughout . It is very likely that these effects were only added in post-production ; it was probably shot digitally. The shaky images also give the impression that the film was shot with a handheld camera. The representation of the car in the pedestrian zone differs significantly from the first part of the film. It was filmed without any recognizable filters or other aesthetic interventions.

The first part of the commercial is musically accompanied by melancholy piano sounds . Far-off trumpets can also be heard. A drum roll is played when the slogan is displayed .

production

The spot was designed by the Hamburg advertising agency Nordpol +, which was responsible for the multiple award-winning crash test of the Dacia parent company Renault in 2005. Markenfilm from Wedel took care of the production and was directed by Markus Walter.

rating

Che Guevara was previously used in German advertising, for example in 2002 by the car rental company Europcar and in 2004 by the automobile manufacturer Mazda . Guevara was used as a symbol of the pursuit of great goals and a revolutionary avant-garde . From the point of view of Sebastian Baden and Dominik Schrey, the people depicted in the Dacia commercial differ significantly from this positive image. They looked bored, apathetic and out of date. In addition, they seem to have forgotten or betrayed their ideals. Through the visual contrast of the vehicle to the rest of the commercial, the film suggests that Dacia has succeeded in a market economy revolution for a better and more equal society thanks to the low price , while the revolutionaries only talked. The fact that this revolution did not affect Dacia's production conditions is shown by a lawsuit by the company in the year the commercial was published against a strike in a Romanian Dacia factory, which sought to allow workers to participate in the sales success of the vehicles .

The economist Willi Diez rates the spot positively. In this way he contributed to increasing the popularity of the Dacia brand in Germany.

The Help eV association filed a complaint against the commercial for denigrating the memory of the victims of communism . The public prosecutor's office in Cologne stopped the investigation. This was justified, among other things, by the fact that the commercial does not allude to the acts of violence of the people shown, but to their revolutionary attitude.

literature

  • Sebastian Baden, Dominik Schrey: "It's Time for Another Revolution". Revolutionity in automobile advertising . In: Martina Allen, Ruth Knepel (ed.): Poetics and Poetry of Advertising. Aesthetics and literacy at the interface between art and commerce (=  consumer aesthetics . Volume 2 ). Transcript, Bielefeld 2018, ISBN 978-3-8376-3826-4 , p. 103-120 ( kit.edu [PDF; 735 kB ]).

Web links

Individual evidence

  1. ^ Sebastian Baden, Dominik Schrey: "It's Time for Another Revolution". 2018, pp. 114–115.
  2. ^ Sebastian Baden, Dominik Schrey: "It's Time for Another Revolution". 2018, p. 116.
  3. ^ A b Sebastian Baden, Dominik Schrey: "It's Time for Another Revolution". 2018, p. 114.
  4. ^ Sebastian Baden, Dominik Schrey: "It's Time for Another Revolution". 2018, p. 117.
  5. ^ Sebastian Baden, Dominik Schrey: "It's Time for Another Revolution". 2018, p. 115.
  6. ↑ Spot check: Dacia calls for a revolution. In: horizon . April 1, 2008, accessed September 21, 2019 .
  7. ^ Sebastian Baden, Dominik Schrey: "It's Time for Another Revolution". 2018, pp. 105-106.
  8. ^ Sebastian Baden, Dominik Schrey: "It's Time for Another Revolution". 2018, pp. 115–116.
  9. ^ Sebastian Baden, Dominik Schrey: "It's Time for Another Revolution". 2018, pp. 117–118.
  10. ^ Willi Diez: Automobile Marketing. Successful strategies, practice-oriented concepts, effective instruments . 6th edition. Vahlen, Munich 2015, ISBN 978-3-8006-4641-8 , pp. 401 ( limited preview in Google Book search).
  11. ^ Cheap revolution . In: Focus . No. 47 , 2008 ( focus.de ).