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TBWA Unveils Nissan’s Biggest Production to Date
27\03\2008
View ‘Nissan Qashqai City Living’
TBWA\LONDON & TBWA\G1 have just launched the latest ad for Nissan’s urban crossover vehicle, the QASHQAI.
Director Danny Kleinman took over central Buenos Aires, bringing it to life for Nissan QASHQAI’s ‘City Living’ TV ad.
The ad broke online in mid March and will be aired on TV from April 6th and running throughout 2008 into 2009. The epic ad builds on the hugely successful ‘URBANPROOF’ campaign and positioning launched last year.
In signature style, the TV ad directed by Danny Kleinman captures the might of the city and the unique crossover beauty of the QASHQAI. Filmed in Buenos Aires, we see the city literally come to life; buildings becoming living urban titans who pick the stylish, ‘URBANPROOF’ QASHQAI over all others and begin to play with it. The game takes the car across the whole city, before it lands back where the buildings found it.
Unlike most cars in this category, which are shown to cope with the city, the QASHQAI relishes it, loves every challenge you can throw at it, and actually plays with the city. This ad encapsulates how the car masters the urban landscape in style.
Steve Henry, Executive Creative Director TBWA\LONDON said: “This is an ad that is going to get people talking about it! Following on from the launch of QASHQAI, which involved radical TV ads and a massively successful online campaign, this is a piece of work, which really brings out the unique nature of the car.
We’ve brought Buenos Aires to life, as if the buildings were a bunch of kids playing with the car - scooting it round the city, on a roller-coaster adventure, and really pushing it to its limits. The stunts are really impressive, but what makes the ad fascinating is how Danny has given the buildings such great personalities - like cheeky, mischievous schoolboys playing with the car. QASHQAI really is the ultimate Urbanproof car, and the ad shows that off with great personality and style.”
This was a huge a production that took 8 days to shoot and involved a crew of 170 people to help bring this idea to life. And in one of the city’s biggest ever shoots Avenue Corrientes, one of Buenos Aires’ busiest streets was closed down for a whole weekend.
Backed by a big media spend, the TV work will be supported by press and outdoor work and will be followed by the second phase of the viral phenomenon, QASHQAI Car Games and a second year of the mountain bike urban freeride tour, Nissan QASHQAI Challenge.
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