Allegro and DDB Warsaw Hit the Road with Playful ‘ICON’ Campaign Celebrating First-Car Freedom

The first car isn’t just metal on wheels – it’s a ticket to freedom, and the first brush with responsibility. Allegro’s latest campaign, created by DDB Warsaw and produced by MOON Films, captures that moment with humour and heart, showing how even small purchases – new tyres, a wrench – can carry big symbolic weight.

The idea was born from a simple insight: automotive shopping can feel intimidating. Allegro’s ICON offered the perfect creative bridge. “We wanted to make car ownership feel less intimidating, more like an adventure you’re invited into,” says Tymoteusz Pasierbiak, senior copywriter at DDB Warsaw.

Set inside a vibrant, modular micro-world made of orange cubes, the film’s abstract yet intuitive design reflects Allegro’s playful identity. “Our goal was to demystify the automotive category and show that Allegro is the easiest pit stop for everything you need,” adds Magdalena Mieszawska, senior group trade manager at Allegro.

The race against time was the production’s biggest challenge, but teamwork kept it moving forward. Collaboration between client, agency, production company, and director Kuba Michalczuk ensured the concept’s energy and imagination never wavered.

The result is more than an automotive ad – it’s a story that speaks to young adults stepping into independence, celebrating the thrill of freedom while acknowledging the new responsibilities that come with it.

Ultimately, Allegro’s campaign isn’t just about selling products; it’s about selling confidence – the feeling that when you sit in your first car, Allegro is quietly in the passenger seat, making sure you’ve got everything you need for the road ahead.