posted by Lauren on January 12th, 2011
Over the last couple of months, I’ve seen this ad for the Nissan Juke quite a few times. Does it make me want to go out and buy a Juke? Not really. But there is one thing about the ad that I find striking.
When you think car commercial, what comes to mind? Driving on a winding mountain road. Fast, hard stops up to an orange cone. Hairpin turns. Crash test dummies. Pulling a heavy object over rocky terrain. One fancy car outshining other fancy cars in some type of safety survey. Maybe even, if it’s the holidays, a brand new car with a huge red bow in a driveway.
Regardless of the setting, the car is always the super hero. It’s the thing that’s drool-worthy. It’s the rockstar in the spot.
But that’s not the case in this spot by TWBA\Chiat\Day Los Angeles. To me, it’s clear that the star of this spot is the actor. The car is secondary. The car makes the man shine. (This is even more obvious in the :30 version of this spot, which I couldn’t find online.)
It’s a nice change of pace. Too many of the same, old car ads have made us focus only on the car, instead of on what the car can do for us. Isn’t advertising supposed to make us feel good about our purchase, or the purchase we’re considering making? Doesn’t showing the benefit of the car do a better job of making me feel good, then just showing the car doing the things it’s supposed to do?
Or, does the fact that this ad doesn’t make me want to go buy a Juke, mean it’s a failure?
What do you think?