Nissan boss demands more from his employees in new ad for Pulsar
A demanding Japanese boss torments his sleep-deprived Australian employee with late night phone calls and unannounced visits to his home in a new ad to mark the return of the Nissan Pulsar to the Australian market.
The campaign from Whybin\TBWA Melbourne features the boss repeatedly barking “More” as the car worker runs through the improvements to the car, which has been away from the Australian market for the last seven years.
After six years the boss is eventually satisfied and says “Less” when he looks at the price.
See the ad:
In a press release, Nissan Australia’s CEO William F. Peffer Jr said: “The Nissan Pulsar has an amazing affinity with the Australian public. This new commercial pays homage to one of Nissan’s most popular models, one which has characterised not only Nissan as a leading brand but Australia’s competitive small car segment.”
The campaign – running across TV, cinema, out of home magazines and online – is the first of what Nissan describes as a “product offensive” with several new and updated vehicles to be launched in the coming months. The TV ad began to air last night.
Credits:
- Whybin\TBWA Melbourne
- Executive Creative Director – Paul Reardon
- Copywriters – Michael Syme & Michael Congerton
- Art Director – Bruce Baldwin
- Agency Producer – Karolina Bozajkovska
- Group Account Director – Mike Napolitano
- Account Director – Julia Unwin
- Account Manager – Leigh Arbon
- Account Service, Digital Arts Network – Paul Arena, Lucy Kavanagh
- Production
- Film Company – Revolver
- Director – Leo Woodhead
- Executive Producer Managing Director – Michael Richie
- Executive Producer – Pip Smart
- Line Producer – Serena Paull
- DP- Jeff Hall
- Post Production – Method Sydney
- Editor – Peter Sciberras
- Sound Production – Sound Reservoir
- Music Composer – Turning Studios
- Nissan Australia
- Executive General Manager Marketing – Peter Clissold
- General Manager Marketing and Cross Car Line – Cameron Cooper
- Cross Car Line Brand Manager – David Montgomery
- Marketing Communication Specialist – Shalini Suri
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Poor agencies having to come up with new ways to list off all the cars features and benefits in one single ad. For this brief – this is a good idea.
However, a consumer can find out all of the information on the website they will probably visit once they have shortlisted their potential cars. Or get it from the dealer . This ad doesn’t give away many reasons why it should make the short list though…there’s no offering of a feeling of why this just “feels like it is for me” or would make one excited.
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Love the involvement of the “boss”
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cool ad
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bloody great – simple message, creatively delivered.
LC i think you’ve missed the point. The purpose of the ad is not to list all the features and benefits, although it may seem that way.
The purpose of the ad is to show you the remarkable value of the Nissan Pulsar, which has improved out of sight over the last six years but which costs less
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The very reason I WOULD buy a Nissan – it was designed and built in Japan… The hapless Aussies kinda ruin it for me…
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LC it’s a value proposition, not a spec sheet.
And it’s awesome.
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Strong.
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A great spot. Simple and single minded. A perfect way to re-introduce the model to Australia. Plays on Japanese stereotypes of demanding perfection but in a way that is realistic and not condescending. Best TVC in the category I’ve seen for ages. Congrats to the client and agency involved.
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Great!
We are looking for a new 2nd car and the Pulsar is now on our shopping list – All because of this ad.
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The sad part is Nissan have badly hurt their dealers by dumping Tida & stopping Pulsar exports here and only the reality that Aussies do not buy Tida plus hours of cash strapped alarmed Dealers petitioning the head office, has now finaly paid off, hopefully for them before the market has forotten this model!
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Good idea but Toyota did it 4 years ago in a retail sale ad with conversation between salesman and customer. Guess that’s why Toyota sells 5 times more cars than Nissan.
To be fair this story line with quality production and casting is good and it gets the message across , just like it did 4 years ago.
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a good home grown car TVC … with Aussies yay!! The rebadged overseas ones have taken to frosting out the front windscreen so you can’t see the steering is on the wrong side . NIce execution … would make me consider a Pulsar.
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Same as a Toyota retail campaign from a couple of years ago. Almost identical in structure, this just has a bigger production budget. Do your research next time.
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@Sherro – who cares if the idea is stolen, toyota arent running that ad now and frankly i dont remember their ad from 4 years ago anyway.
the point is they are competing against whats in the market here and now.
I think its a good ad that cuts through the other car ads, which generally all show people having a smashing time driving effortlessly along windy country roads.. don’t they all seem to meld into one after a while
The only ads that currently have cut through for me are:
Jeep (dont hold back is a catchy jingle)
The new Range Rover ad (car looks sexy)
This Nissan ad (More!)
Well done to the creative team – cars are a crowded category, and they’ve produced something that will get noticed and put the Pulsar front of mind for those looking to buy in the small-medium car cetegory
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