The ‘Love & Hate’ tagline brings out the contrast of the vehicle’s personality between beauty and power. Rather than demonstrating the functions of the machine, the commercial plans to connect with consumers emotionally.
The creative brief demonstrates the concept of ‘Somewhat liked by everyone’ versus ‘Hated by many, but loved by few’.
The campaign aims to reestablish the car’s position in the Korean market after the fall of General Motors earlier this year.
Credits:
Project Decalcomanie
Client GM Daewoo Auto and Technology
Creative agency Diamond Ogilvy
Executive creative director Wain Choi
Creative director Jae Hyuk Jang
Art director Chang Yoon Paik
Copywriter Eugene Park
Producer Kyung Sik Park
Client service director John Pak
Account executives Keith Kim, Soo Lee, Matt Bae, Sonia Ahn, Danny Choi
Media agency M-hub
Production company People PD & Planning
Exposure Television
The creative brief demonstrates the concept of ‘Somewhat liked by everyone’ versus ‘Hated by many, but loved by few’.
The campaign aims to reestablish the car’s position in the Korean market after the fall of General Motors earlier this year.
Credits:
Project Decalcomanie
Client GM Daewoo Auto and Technology
Creative agency Diamond Ogilvy
Executive creative director Wain Choi
Creative director Jae Hyuk Jang
Art director Chang Yoon Paik
Copywriter Eugene Park
Producer Kyung Sik Park
Client service director John Pak
Account executives Keith Kim, Soo Lee, Matt Bae, Sonia Ahn, Danny Choi
Media agency M-hub
Production company People PD & Planning
Exposure Television
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