When Dacia presented the new Jogger in October 2025, the message was clear: this was not a simple facelift. With a refreshed silhouette, a redesigned cockpit featuring a 10-inch central screen and a new 155 hp hybrid engine, the model signals a strategic repositioning. But it is in communication that the shift becomes most visible.
Launched across Europe in January 2026, Dacia’s latest campaign chooses to introduce the new Jogger through a cultural lens rather than a technical one. The brand moves away from the traditional codes of the “family car” to explore how relationships and daily mobility have evolved.
From traditional households to chosen families
At the center of the campaign stands a film directed by Vladimir de Fontenay. Instead of portraying a classic domestic unit, the story focuses on groups of friends who share moments of everyday life: journeys, celebrations, small routines and spontaneous escapes. The narrative suggests that emotional closeness now often outweighs biological ties.
By placing friendship at the heart of its storytelling, Dacia presents the Jogger as a vehicle designed for flexible lives, where family can mean roommates, long-time friends or blended communities. The car becomes a moving space for bonds that are built, not inherited.
Soundtrack as an emotional anchor
Music plays a defining role in shaping the tone of the film. The track “Friends” by indie band Botibol brings a light, pop-rock energy that supports the campaign’s warmth and sincerity. Far from a background element, the soundtrack reinforces the idea of shared momentum and collective experience.
It contributes to an atmosphere that feels closer to a slice of life than to a conventional automotive commercial.
A fully integrated European activation
The campaign unfolds as a coordinated ecosystem across Europe, combining online films, digital content, CRM activations and a series of visual executions shot by photographer Sébastien Staub. Each element is designed to extend the same narrative territory: contemporary relationships, everyday authenticity and accessible modernity.
Rather than multiplying messages, Dacia has opted for coherence, allowing the creative platform to live across touchpoints without diluting its meaning.
Production standards aligned with environmental ambition
The project also carries an industrial and ethical dimension. Through the Dacia Synergie 2025 program, the brand and its partners have obtained a two-star Ecoprod certification for several recent productions, including the film supporting the new Jogger.
Audited by AFNOR Certification, this label recognizes concrete commitments in reducing the environmental impact of audiovisual creation. In the automotive sector, this approach represents an unprecedented step toward embedding responsibility into large-scale brand storytelling.
A statement of intent for the years ahead
With “Friends are Family too,” Dacia is not only introducing a model, but articulating a broader vision. One where mobility adapts to real social dynamics, and where brand communication reflects lived experiences rather than idealized projections.
The new Jogger thus arrives as both a product and a symbol of a brand seeking to align design, usage and values in a rapidly changing Europe.
