Europe’s best-selling urban crossover, the Nissan Qashqai, has had a facelift. Designed for the city, it comes with a host of Nissan Intelligent Mobility features, making life in the city so much easier; hence the hashtag #Cityproof.
So when TBWA Hunt Lascaris was briefed to launch the sleeker, more technologically-advanced vehicle, they felt we needed to embrace the brand with the promise of ‘Innovation that excites’ by developing something more exciting, something we all felt we couldn’t wait to shoot. “Communicating a series of functional features in a commercial can make for pretty boring advertising,” says Carl Willoughby, Executive Creative Director. “We needed to tell a story that could package everything in an interesting, more exhilarating manner. The team took inspiration from the well-known elite downhill long-boarders in Cape Town, Gravity Dogz, headed up by Decio Lourenco and his team, who formed part of the lead, featured cast in the commercial. The longboarders adopted the role of obstacles around the Qashqai, activating a series of Nissan Intelligent Mobility features.”
Slim, the Director from Egg Productions, developed a treatment where the agency would shoot the commercial at night in Braamfontein. A night shoot naturally allowed the Vivid blue Qashqai to stand out against the city backdrop.
Nissan General Manager, Marketing & Communications – Graeme Birch
Nissan Senior Manager, Marketing & Communications – Gavin Rheeder
Nissan Brand Manager – Helen Wells
Executive Creative Director – Carl Willoughby
Senior Art Directors – Kursten Meyer and Steven Jones
Senior Copywriter – Verona Meyer
TV Producer – Sandra Gomes
Business Director – Mike Di Terlizzi
Account Manager – Modieyi Motholo