Dacia Duster: For Us, For Real People

DACIA is launching the third generation of its iconic SUV, the Duster. Introduced in 2010, Duster has become the flagship of the DACIA brand over the years, democratising the SUV with more than 2.2 million registrations. Duster accompanies everyone, individuals, families, and professionals alike, in their outdoor activities and leisure. This launch is an opportunity for DACIA to take a more global approach to the brand, with a worldwide manifesto film created by Publicis Conseil and directed by Max Walkin (Wanda). The film showcases an authentic vision of the car, designed, and built for every use, every moment of real life. A life made up of simple joys, intense moments, and real, human encounters. This film has been adapted into several formats, focusing on the new Duster, for the Reveal campaign. A new Duster, built to meet the demands of real life, particularly outdoors, its preferred territory. For its international version, the film is carried by the universally famous song California Dreamin', sung by Barry McGuire. This interpretation underlines the emotion of the film, while keeping the rhythm of this human tale engaging. Finally, the lyrics express the desire to discover other horizons, other places.