Nissan positions X-Trail as ‘family proof’ in new ad

Nissan is promoting its “all-new” X-Trail with an ad which celebrates the car as suitable for a large family, introducing the positioning of “Family proof”.

The commercial, created by Whybin\TBWA features a family’s off-road adventures which sees the car drive through a corn crop and what appears to be a factory handling radioactive waste, ending with the father turning to his kids in the backseat to say “that could have been messy” to see they are covered in food and green slime they had been playing with before their bumpy adventures.

It is running across the major TV networks and STV until May and is supported with metro and regional outdoor and digital executions including YouTube and Yahoo buyouts.

Media for the campaign was booked through Aegis.

Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.

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topics AegisNissanWhybin/TBWA

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Comments: 2

thewinchester 21 Mar 14

Sorry, but what were Nissan and Whybin\TBWA thinking with this ad!

It has been on high rotation on 7Plus tonight (every single ad break in two shows), and the ad left me thinking:
1) It has bad handling and suspension, because it bounces all over the place causing stuff to fly everywhere, and
2) The car can’t protect me from the nasties in the outside environ.

Blink and you miss the green goo the kid plays with, so you’ll be thinking the green goo in the car at the end came from outside whilst driving through the chemical factory.

Awful execution that needs to go back to the bottom drawer it came from.

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garikroybikroy 14 Nov 17

Nissan X Trail all main parts of the model are separated objects

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