Local humour for Nissan's MPV

Created by Creative Juice Malaysia and directed by Deryl Emuang of Reservoir Films, a humorous 30-second spot depicts a family of six who toil on their travels by squeezing themselves on the back of the father’s motorcycle.

“We used local insights to develop the campaign,” explained Alison Yong, a producer at Creative Juice Malaysia.

“The idea of having a family of six riding precariously on motorbike mimics a hazardous traffic habit that occurs often in rural and suburban areas of Malaysia. We were afraid that the authorities would frown upon it and take it off air. Thankfully, they saw the lighter side and approved it.”

In the ad, as the family rides precariously to a car showroom, the family marvels at their new purchase - the seven-seater Grand Livina MPV.

In a twist at the end, the father, unaccustomed to the newfound spaciousness of the vehicle, turns around to look for his family - only to find them sitting by his side, squeezed together as if huddled on his bike.
The family proceeds to explore the space and comfort of their Nissan MPV before driving off. The tagline claims that the Grand Livina ‘drives like a sedan, fits like an MPV’.

The campaign, targeted at large Malaysian families, will run until the end of the month.

The TV work is supported by print and out-of-home advertising.

Since its launch in December 2007, the Japanese carmaker has registered brisk sales of over 5,000 units for the Grand Livina.

Tan Chong Motor, the marque’s distributor in Malaysia, is hoping to capture 15 per cent share of the MPV market in 2008.

In this time, the company has earmarked the new product to contribute 30 per cent of its vehicle sales in the country.

The group posted a net profit of RM89 million (US$27.5 million) in 2007.

Nissan will also be looking to boost its business in Malaysia this year with two additional sedan and executive models.

Launch campaigns are expected to debut at the end of February.