Daewoo Cars begins a new television ad campaign on January 1, 2002 with adverts featuring the Matiz and Tacuma.

The new ads mark a departure in marketing strategy for the company which has placed emphasis in past campaigns on its aftersales proposition. They are filmed on location in South Africa in a cinema-inspired style and storylines emphasising the driveability and practicality of the two cars. The one for the Matiz highlights the ease of parking it in cramped city streets, while the ad for the Tacuma highlights the option list which includes in-car Sony Playstation and DVD player

Nigel Unwin, Daewoo's marketing services manager said: "These new ads highlight how Daewoo meets the demands of modern living. They demonstrate that Daewoo's products hold solutions to everyday problems such as parking and keeping the kids entertained during long journeys.

"Traditionally, Daewoo's industry-leading aftersales package has figured strongly in the advertising, but with the Tacuma and the award-winning Matiz, Daewoo has two models which are class-leading and desirable. The feel and style of the adverts reflect that." The advertisements will run for six weeks on terrestrial and cable/satellite television channels. (December 18, 2001)