The Country of Contradictions

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.

RESULTS

• Brand strength: 86 (record).

• 88%: “LADA feels like ours — not perfect, but sincere”.

• Distinctiveness: 37% vs. 19% norm.

• Reach: 60M+ people, 45% aged 18-34.

• Media: VTR 72% (65% planned), traffic 840K+ (750K target).

• Nearly 50% higher purchase consideration.