News

New Nissan campaign against non-genuine parts asks: ‘Would you trust a stranger with the people or things that you love?’

People dressed as criminals are pretending to be break-pads, bullbars, oil-filters and roof racks to highlight the dangers of replacing car parts with non-genuine products.

The campaign is a response to the Federal Chamber of Automotive Industry’s concerns around untested car parts.

Created by Melbourne creative agency VI, the new campaign warns drivers to be careful of strange parts added onto their vehicles, by personifying the non-genuine parts of the car.

Each piece poses the question ‘Would you trust a stranger with the people or things that you love?’

A hero piece features all five ‘strangers’ which will run over the next 10 weeks across multiple channels. The characters also have their separate ad spots, with each car driver confused as to who the strangers are.

Chris Winterton, creative director at VI said the use of strangers was a “powerful way” to frame the message.

“We’ve used a good dose of humour to create intrigue and bring these quirky strangers to life. It’s vital that this idea sticks in consumers’ minds long after they’ve seen it, so that when the time comes, drivers make an active and informed choice to keep it in the Nissan family and insist on Genuine.”

Ian Moreillon, director at customer experience & franchise quality at Nissan added in a statement: “A non-genuine aftermarket part may look the same, but how well do you really know the manufacturer? Even more importantly, would you be willing to put you or your passengers’ safety in the hands of something you know nothing about?”

Credits:

  • Client: NISSAN MOTORS AUSTRALIA
  • Director Customer Experience & Franchise Quality: Ian Moreillon
  • Senior Marketing Manager Aftersales Marketing: Natalie Momsen

CREATIVE

  • Agency: V.I.
  • Agency Principal: Kieren Redpath
  • Production Director: James Fotheringham
  • Creative Director: Chris Winterton
  • Copywriter: Henk Lustig

PRODUCTION

  • Production Company: OTTO Empire
  • Producer: Jess Langley
  • Director: Tim Potter
  • DOP: Joel Betts
  • Stills Photography: Ben Capp
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