Datsun's just-launched "I say yes" is a six-week-long campaign including multiple TVCs and a social-activation phase where consumers will be invited to share their stories for a chance to win prizes.
Ad Nut admires the original Rocky film as much as anyone, but isn't sure the bloody, concussion-causing 'sport' of boxing—or the aspirational message here for that matter—is a great match for the kind of practical, no-nonsense vehicle Datsun is selling in India. It will be interesting to see how future TVCs in the campaign hit demographics other than that of young men who are prepared to fight mediocrity and "say yes to living" by beating up other men.
Ad Nut presumes the agency here is TBWA but hasn't received confirmation.
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