There was a time when the most accessible electric vehicles were remote-controlled and could be found on the shelves of toy shops.
With New Spring, Dacia demonstrates that an affordable electric model is no longer a toy, but a proper car, perfectly at home on the road.
To mark the launch of its electric city car, Dacia and Publicis Conseil are unveiling a campaign that blurs the line between toy and reality. Through a film that is as subtle as it is playful, the brand reimagines the world of model cars to illustrate its ambition: to make electric mobility accessible to as many people as possible.
Discover the film: https://youtu.be/pWtaNFpDS0w
The story opens with a miniature version of New Spring hurtling through a house transformed into a true playground. Agile and mischievous, it weaves its way through everyday obstacles, slips into a child’s bedroom, rides along a staircase banister, then escapes through a cat flap…
Once outside, the perspective shifts: the miniature joins its life-size counterpart in a transition that is as surprising as it is seamless. The two versions then interact, alternating and merging throughout the sequences in an inventive visual sequence that highlights its agility, robustness and versatility.
The final reveal shows the son holding his remote control, as if he had orchestrated the whole adventure from the start and is just as proud as his father to have a new, smaller Spring model… A twist that gives full meaning to the campaign’s tagline: “Affordable electric is no longer just for kids”. Directed by the talented Pierre Dupaquier (WAFLA), this film demonstrates with simplicity, wit and humour that an affordable electric car is no longer just a child’s dream: it is now a reality.
On the soundtrack side, Start-Rec is responsible for the overall sound production and has chosen the track ‘So Cold’ by New Zealand indie rock band Balu Brigada. Driven by a sharp riff, a precise groove and a catchy melody, at the crossroads of alt-pop and indie rock, the track perfectly complements the agility of the new Spring.
Rolling out across Europe from September 2026, the campaign forms part of a 360° initiative comprising a film, digital content, online videos, a CRM programme and a series of visuals.
