Following on from the initial billboard launch, the two films showcased ordinary Lebanese citizens thanking Russia for the Lada (e.g. for its toughness, its affordability, etc.) The first scenario involved a group of school children thanking the Russia and expressing all the things they are thankful for that are synonymous with the Lada (e.g. airbags, automatic transition, four doors etc.). The second scenario involved a regular Lebanese family and an older man expressing his gratitude to Russia for the Lada, and how Russia truly understand their pain. Both scenarios end with the protagonists sending gifts to Russia traditionally associated with Lebanese culture (including fresh thyme and jallab juice).
Cultural / Context information for the jury
For the people of Lebanon, recent past events have made life even harder than before, and it is anything but a smooth ride – both on, and off the roads.
When people aren’t maneuvering their cars around giant potholes the size of bathtubs, they are wondering when the government may decide at random to cut salaries and deny people access to their own money from the bank.
For Lada, a robust beast of a car that is usually spotted in areas with rocky roads such as the mountains, there was an opportunity to turn the pitfalls (and potholes) of the Lebanese government into something positive. Turning apathy into action, Lada used the situation created be the government to relaunch their vehicle.
The relaunch needed to showcase the car’s durability, toughness as well as its affordability, particularly to people who may not have given it a second look in normal circumstances.