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Nissan Present the ‘Ultimate Urban Experience’

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TBWA\G1, TBWA\Paris & Else deliver zippy Qashqai spot

Nissan Present the ‘Ultimate Urban Experience’

Returning to revolutionize the market segment it created, the all-new Nissan Qashqai consistently delivers crossover innovation. Bringing pioneering crossover spirit to life, Nissan today launches a new pan-European integrated communication campaign with innovation and excitement at its core.

Innovation is in Nissan’s DNA, creating new consumer experiences for everyone. The original Nissan Qashqai became an overnight success when it was launched in 2007, daring to break the rules and challenge convention by combining the running costs and accessibility of a hatchback and the rugged appeal of an SUV.


This crossover spirit is retained and enhanced in the all-new Nissan Qashqai, which has been completely redesigned. A dynamic new design lends a more premium appearance, while the latest innovative technologies empower the driver: Nissan Safety Shield® enhances confidence and safety; Intelligent Park Assist makes parking effortless even in the tightest of spaces. Also, new NissanConnect, with a suite of in-vehicle apps, turns the Nissan Qashqai into an integrated part of your lifestyle, just like a smartphone, tablet or computer.

Gareth Dunsmore, Marketing Communications General Manager, Nissan Europe, commented: “At Nissan, we are dedicated to constantly innovating and improving our offers to consumers. Our mission is to deliver the most exciting and accessible innovation. The city has evolved - so did the needs of consumers. This is why we’re launching a new Nissan Qashqai that guides the driver in this evolving environment.”

The cornerstone of the new Qashqai’s communication campaign is the new “Fly by night” TV commercial, directed by the famous “Tron” and “Oblivion” director, Joseph Kosinski. It compares the experience of driving a Nissan Qashqai to a thrilling zip-wire journey, during which the driver has the perfect tool for going deeper into the city. It uses the hit track “Right Here, Right Now” by Fatboy Slim to push the energy and attitude of the car, while the more classical samples on top provide elegance and allow the car and the hero to move with great ease and confidence. 



Project: NISSAN Qashqai “Fly by night”

Clients: Gareth Dunsmore, Ignasi Pietro Cardona, Gaëlle Devitry, Elena Karpenko. 

Agencies: TBWA\G1, TBWA Paris, Else.

Creative Director: Rudi Anggono

ACD: Carina Wachsmann, David Chalu

Creative team: Cecilia Astengo & Emilio Pastore

Account Management: Ewan Veitch, Celina Eude, Aurélie Crespo, Chloé Cerdan, Gaëlle Guillou.


Head of TV production: Maxime Boiron 

TV Producer + post-producer: Ghislaine Byramjee

Production: ICONOCLAST

Director: Joseph Kosinski

Director of photography: Kasper Tuxen

Producer: Nicolas Lhermitte, Jean Duhamel, Dave Morrison                                                      

Executive Producer: ICONOCLAST US / RESET

Line Producers: Annabelle Rosier, Laragh Stewart, Julien Lemaître

Post-producer / coordinator: Ema Soupa


Editor: James Haywood

Post Production VFX: DIGITAL DOMAIN              

Crew VFX: Eric Barba -VFX Supervisor

Scott Gemmell -Head of Production

Rachel Margolis Mariscal -VFX Producer

Greg Teegarden -CG Supervisor

Rick Glenn -Animation Lead

Dan Akers -Compositing Lead

Jesse James Chisholm -On Set Integration

Brian Creasey -Modeling

Anthony Ramirez -Lighting/Generalist

Daisuke Nagae -Lighting/Generalist

Adrian Diamond -Technical Director

Nitant Karnik -Compositor

Hilery Johnson Copeland -Roto/Paint Artist

Joe Silva -Roto/Paint Artist

Zach Mandt -Matte Painting

Som Shankar -Tracking

Sophia Coronado -Tracking


Production: ELSE

Sound Director: Benoit Dunaigre

Sound Design: Kouz Production

Band: Fat Boy Slim

Track/Title: Right here, right now

Composers: Cook, Peters & Walsh

Publisher: Universal Music


Creative Director: Rudi Anggono

Creative Teams: Carina Wachsmann, David Chalu

Cecilia Astengo & Emilio Pastore

Art Buyer: Julie Champin

Studio: Recom / Mécanique Générale

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Genres: Action

Categories: Cars

TBWA Worldwide, Thu, 16 Jan 2014 10:30:28 GMT