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.
https://youtu.be/XsyxMOTwjjA
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.
https://youtu.be/m6YYoKc_A24
https://youtu.be/IGNNcXD27xM
https://youtu.be/WtUnGpWr2zI
https://youtu.be/Wk_5QrMhQUY
https://youtu.be/fsMBNi7i7tc
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
topics
ad campaign
automotive
Beware of Strangers
Chris Winterton
Federal Chamber of Automotive Industry
Ian Moreillon
Nissan
VI
What Nissan Australia fails to recognise is that there are many aftermarket suppliers who “supply” the OE / Genuine Parts with their so-called “Genuine Parts”, just in a different box, same brand, same factory #genuinevsaftermarket #factsvsfiction
https://www.aaaa.com.au/policy-advocacy/the-truth-about-genuine-parts-information-campaign-launched-by-aaaa/
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I have a Nissan vehicle just over two years old still under new car warranty always serviced at the Nissan dealership where I purchased it . Happened to check the air cleaner element the other day and found a non genuine made in china filter fitted to my $64K vehicle. Contacted Nissan who were not really that interested and told me to contact the service manager of the dealership. I am still waiting for the call back from the dealer, “the largest in the ACT”,. Don’t think I will bother taking my vehicle back for dealership servicing as it is a rip off!!!
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