senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

TBWA\G1 & Nissan Raze the Roof to Launch the New NP300 Navara

12/01/2016
Advertising Agency
New York, USA
200
Share
Tristan Patterson directs new spot as part of 'Tough as always, Smarter than ever' campaign
Following the success of the 'Truckerball' campaign, Nissan Europe and TBWA\G1 have launched a new campaign for the all-new NP300 Navara: 'Tough as always, Smarter than ever' designed to showcase the smartness and the toughness of the new pick-up.

The ambition of the brand is to redefine the pick-up segment by bringing sophistication and the latest driver assistance technologies in the all-new NP300 Navara and turning it into the ultimate pick-up for both work and leisure.

Martin Moll, Marketing Communications General Manager, Nissan Europe said: “This was a very important launch for Nissan. In the tough 4x4 Pick-up sector, the competition can be very stereotypical, predictable and clichéd. Our goal was to be very different from the competition, and achieve a much richer impact and engagement with the consumer. The film celebrates the truck's class-leading tough 4x4 credentials, played out alongside its very smart, refined and high quality in-car driving experience”.


Directed by Tristan Patterson, ‘Tough as always, smarter than ever” takes the viewer into a perfectly choreographed journey in an old abandoned factory; what seems to be a simple demolition is in reality a spectacular revitalization to build a beautiful football pitch.

The director stated: ”I saw the story like a beautiful symphony. I wanted to capture the drama of a large-scale demolition in a way that felt authentic. But more importantly, I wanted to capture a sense of joy and wonder about what these trucks can accomplish. Framing the story through the eyes of a young boy gave me such a clear lens for how to approach this. I just kept imagining the thrill I would have gotten as a young boy watching something like this and let that feeling dictate every practical decision we had to make.”

Ewan Veitch, President, TBWA\G1, said: “We are very proud of this campaign. It gives a strong and memorable positioning to the new Nissan NP300 Navara, while being consistent with the values of the brand: Innovation and Excitement ”.

Print advert, inspired by the photo “Lunch atop a skyscraper”, has been developed to support the film giving a smart wink to the iconic photograph.

Credits
Agency / Creative
Production
Post Production / VFX
Editorial
Music / Sound
More News from TBWA Worldwide
5 minutes with...
5 Minutes with… Kim Laama
19/03/2024
359
0
5 minutes with...
5 Minutes with… Joanne Lao
07/03/2024
44
0
ALL THEIR NEWS
Work from TBWA Worldwide
BEHRtoven
BEHR Paint Company
25/03/2024
12
0
Project Jupiter
BMW
07/03/2024
22
0
Festival
HORNBACH
21/08/2023
816
0
ALL THEIR WORK