Campaign by TBWA\RAAD and produced by Made in Saudi, features first-time female Saudi drivers receiving lessons from male family members
As part of Nissan’s #SheDrives campaign, applauding the Kingdom’s historic decree by HM King Salman to allow women driving, Nissan came up with an unconventional initiative by offering a group of young women the chance to get behind the wheel for the first time and learn to drive.
The objective was to empower women who embraced the prospect of becoming fully licensed drivers in 2018, but were worried about how their family members would react to them getting behind the wheel.
Nissan invited aspiring female motorists to have a driving lesson. What they didn’t know was that Nissan had invited their husbands, fathers and brothers to take on the role of instructor to show the women solidarity with the cause.
The full experience was captured in a film by Nissan, which documented the women’s initial responses to the royal decree, the reactions of their families and their own fears and trepidations. The short film then shows the delight of the aspiring motorists upon learning that their own family members will be giving them lessons and are fully supportive of their decision to learn to drive.
The tribute by Nissan aims to empower women and their family members who came with a clear message – “when the time comes, the decision to drive, will be entirely yours”.
By using the hashtag #SheDrives across social media Nissan invites viewers to share their messages of support and reactions to the video.