Can advertising overcome the range and pricing challenges the Leaf faces?
When I first started reviewing automotive advertising for Automotive News several years ago I would not review a commercial I had not first seen on television. The reels from agencies stacked up in my office, but this was a point of integrity: if, as Mr. Average Viewer, the commercial had caught my attention, generated a reaction, made me laugh, whatever … then it was reviewed. If not, no review.
That’s why two nights ago watching some forgettable program on some cable network I first saw the Nissan commercial for the new Leaf called Polar Bear. I sat dumfounded.
This is stunning, brilliant, compelling emotional, dynamic and amazing commercial!
Nissan’s advertising agency, TBWA/ Chiat-Day/Los Angeles has created a commercial masterpiece that throws down a creative gauntlet for Nissan (who had the good taste and sense to approve it) with the implied challenge: top this, if you can! Which may be difficult for most brands. Think the first VW ads from Doyle Dane Bernbach some fifty years ago in the real days of Mad Men as iconic advertising trend setters. Polar bear is that good.
We certainly know who the usual suspects will be and the newbie’s are but the question remains: who will next advertise their environmentally conscious green wannabe machine. And based on most current auto ecovertising, we’ll be deluged with boring battery data, hours per charge, ions, electric plugs and national grids or a bucolic verdant setting with happy families or the universal running footage on the PCH ad nauseam.
Here’s the creative description of the Polar Bear commercial Rob Schwartz, the agency’s CCO wrote:
In this commercial, we open in the arctic as a melting shelf of ice comes crashing into the sea below. We then meet a polar bear, all alone on one of the last remaining little islands of ice. With nowhere else to go, she swims out to open water and begins a journey that takes her to the forests of the pacific northwest, over train tracks, down highways, over bridges, through the big city, and finally to the suburbs where she finally finds someone who is trying to help – an owner of the 100% electric Nissan Leaf. To show her appreciation, she rears back on her hind legs, lets out a roar and embraces him in a big ol’ bear hug. Voiceover from Robert Downey Jr. then wraps it up by simply saying, “The 100% electric Nissan Leaf. Innovation for the planet. Innovation for all.”
Good clear statement, but it’s time to watch the commercial if you haven’t already seen it. Just click here http://www.youtube.com/watch?v=dpeuvVdwlN0
Wow! How did they do that? Obviously with CGI but take a little time to watch the creative and production magic that produced this commercial. Click here http://creativity-online.com/work/nissan-polar-bear-behind-the-scenes/21264
It really doesn’t matter what color green – what device, system or fuel propels the new e-cars down the road — and it really does not matter. There are two schools of belief about our planet. Those who are concerned about the earth’s environment will know and care. The naysayers think it’s all a bunch of crap anyway and a commercial will not change their minds or give a damn anyway.
But for the millions who, from internal or external pressure, will be putting their hard earned dollars down for a green car an honest message will have, I do believe, profound resonance in the marketplace.
And here’s the rather lengthy list of the talented people and companies who produced this commercial. I predict you’ll be hearing much more about the Polar Bear commercial as the marketing, advertising awards season ramps up and the agency trophy case gets very crowded.
POLAR BEAR- Agency: TBWA/Chiat/Day
- Lee Clow – Global Director of Media Arts
- Rob Schwartz – Chief Creative Officer
- Chris Adams – Group Creative Director
- Margaret Keene – Group Creative Director
- Chris Lynch – Art Director/ACD
- Blake Kidder – Art Director/ACD
- Ken Papanduros – Copy Writer/ACD
- Patrick Almaguer – Copy Writer/ACD
- Richard O’Neill – Producer/Director of Integrated Production
- Lisa Urbanic – Assistant Producer
- Jon Castle – Managing Director
- Bonnie Schwartz – Account Director
- Ben Muldrew – Account Director
- Patrick Jones – Management Supervisor
- Joel Weeks – Director Product Strategy
- Production Company- Epoch Films
- Daniel Kleinman – Director
- Executive Producer – Lisa Margulis
- Executive Producer – Johnnie Frankel
- Line Producer Canada – Karen Silver
- Director of Photography – Franz Lustig
- Production Designer – Tom Hartman
- Editorial Company– Cut and Run
- Editors – Steve Gandolfi & Isaac Chen
- Managing Director, EP – Michelle Burke
- Sr. Managing Producer – Carr Schilling
- VFX Company – Moving Pictures Company
- VFX Supervisor- Dan Sanders
- Producer – Michael Stanish
- Colorist- Mark Gethin
- Production Coordinator- Paul Mackman
- Lead 3D- Ahmed Gharraph
- Animation- Andrea Falcone
- Flame support- Yourick Van Impe
- Nuke support- Jason Hayes
- Nuke support- Owen Williams
- Sound Design Company – Skywalker Sound
- Sound Designer – Randy Thom
- Assistant Sound Designer-Leff Lefferts
- Mixer-Kent Sparling
- Mix Technician-James Spencer
- Original music – Elias Arts
- Composer – Jonathan Elias