Campaign: It’s a Caaar
Brand:Nissan Sunny
Company:Nissan Motors
Agency:TBWA/India
The Campaign
The ad opens with a woman searching for her car keys. With a smile on her face, she asks her husband if he has seen the car keys by stressing on the letter ‘a’ in the word ‘car’. The amused husband gives her a look hinting that the woman has asked him the same question previously in exactly the same way. The living room scene is followed by a glimpse of Nissan Sunny parked in a garage. Next, we see a bunch of men and women enjoying a meal in an open restaurant. A waiter approaches the table and informs one of the men that his car is waiting outside. Similar to the previous scene, the waiter utters the word ‘car’ in a strange manner attracting everyone’s attention in the restaurant. In the next take, the scene shifts to an elevator full of people. Over the phone, a man asks his driver to get the car, again with the same stress on the word ‘car’. As people in the elevator turn to the man with a confused expression, he gives them a smile. The voice over reveals how Nissan Sunny is ?stretched in size? and ?stuffed with features? and so it?s not just a car but a ?caaar?.
Our Take
Nissan made inroads in India last year with the launch of its compact car, Micra. There was nothing exceptional about the launch campaign which saw actor Ranbir Kapoor talking about the features of the car. This was followed by another ad launched recently which highlighted the advantage of Micra’s short turning radius in today’s congested roads. The recent launch of Nissan Sunny marks the Japanese automobile company’s foray in India’s mid-sized sedan segment which has an array of models from competing brands.
The best thing about the Nissan Sunny ad is how it uses humour to make viewers aware of the car’s features and does not bore them with too many details. The film keeps one guessing about the people?s fixation on pronouncing the word ‘car’ in an unusual and funny style. There is no loud background music or jingles to distract you from reaching the climax of the film. Considering how we have not seen great advertising in the automobile space in India for quite a few years now, this film will surely be turning heads. Whether the car will match up to its advertising is another debate.