TBWA\G1 and Nissan Europe today announced the launch of a pan-European campaign, “Urban Thrill Rides,” introducing the new special edition Nissan Juke n-tec. The next chapter of the Nissan Juke story continues…
Drawing on Nissan’s strong heritage in innovation leadership, the campaign conveys the feeling of excitement behind Nissan creations. A car inspired by adventure sports and designed out of a search for excitement, the Nissan Juke is unique and its attitude reflective of Nissan’s dedication to innovation.
“Urban Thrill Rides” reinvents daily urban journeys into a new extreme sports experience, while targeting a younger male audience. The campaign includes TV, print, outdoor and will be supported in retail and digital, and will run in more than 20 European countries starting in April.
The TVC, “Urban Thrill ride,” sees the Juke carrying out wakeboard and snowboard style moves, as the vehicle moves through the city. The commercial highlights Nissan’s latest innovation, Google™ Send-to-Car that allows the driver to send Google Maps information to your car remotely.
Rudi Anggono, Executive Creative Director, TBWA\G1, “For where most people see streets, pavements, buildings and bridges, Juke sees black runs, jump points, half pipes and killer surf. It turns every single journey into a white-knuckle ride. And like today's most extreme thrill seekers. It uses the latest technology to push every sensation to the max.”
Gareth Dunsmore, Nissan Europe, Marketing Communications General Manager commented, “At Nissan, we are dedicated to innovating in the market place and enhancing the technology used in our vehicles. With the Nissan Juke n-tec and the “Urban Thrill Ride” Campaign we are building on the successful launch of the Nissan Juke, and expanding an Innovation on the Nissan Connect navigation system, with the addition of the Google™ Send-to-Car technology amongst other features. Our commitment to providing exciting accessible technology packaged in an accessible way will be demonstrated time and time again in the months ahead.”
In keeping with Nissan’s new brand communication strategy, the new campaign focuses on technological advancements and innovations in the features within the vehicles and how that makes the driver feel.
More than 140,000 Nissan Juke’s were sold across Europe in 2012, making it Nissan’s best-selling compact crossover vehicle. The special edition Juke n-tec will be available in showrooms across Europe from March.
Project: NISSAN Juke “Chase the Pin”
Clients: Gareth Dunsmore, Arnaud Charpentier, Elena Karpenko
Agencies: TBWA\G1, TBWA London, \Else, TBWA Paris
Creative director: Alasdhair MacGregor-Hastie/ Rudi Anggono
Creative team: Alban Gallée & Matthieu Darrasse
Account Management: Ewan Veitch, Celina Eude, Eva Gotteland, Caroline Allard, Gaëlle Guillou
Head of TV production: Maxime Boiron
Production: Henry de Czar
Director: Lieven van Baelen
TV producer : Blaise Izard
Post-producer : Elise Gamboa
Post Production: Digital District
Executive Producer : Jean Ozannat
Line Producer : Renaud Jaget
Post-producer : Sebastien Gros
Architect of the Wave building: Andres Mier y Teran (MYT Diseño)
Sound Producer : Benoit Dunaigre
Sound Design : Kouz Production
Band : Beat Assaillant
Track/title : Rain or Shine
Creative Director: Nick Cooper
Creatives Team: Daniel Quercioli and Darren Rosenburg
Art buyer: Louise Cripps, Claire Delafons
Photographer : Tim Kent at Morgan Lockyer
Retouching : Terry Obiora at Happy Finish