Opel

The Challenge: Opel came to us with a big challenge. Surveys showed that only 5% of Danes would consider them when buying a new car. The biggest issue was that Opel didn’t stand for anything. Buyers go for safety, quality, and design; while Opel is doing well on all those, they are not the market leader. They are, however, a very sensible choice – but how do you make people yearn for something sensible?

The Solution: We decided to find the worst ambassador we could find. A celebrity known for scandals of cheating, driving too fast, violence, and drinking – someone who once got arrested for slapping a taxi with a leather belt. Nicklas Bendtner had just moved back to Denmark after a tumultuous football career, and he was launching his memoirs simultaneously, reminding everyone of a life far from sensible. So, we created a series of films where the born-again good guy is trying to buy the most practical car in the world – only we would never let him. The film won multiple awards and was written about in more than a thousand articles.