Developed by local shop Sil Malaysia, the campaign leverages local imagery to express Nissan’s global tagline: ‘Shift — the future’.
The TV spot depicts everyday scenarios in Malaysia that are challenged by Nissan’s positioning of “breaking conventional boundaries”. For example, the teh tarik sequence, a traditional practice involving the dramatic ‘pulling and pouring’ of liquids to create a hot tea and milk concoction, is depicted in slow-motion against the super, ‘Shift techniques’. Another scene shows an elderly Malay couple playing with kids with the words: ‘Shift_fun’. “(The TVC) rallies viewers to shift their expectations in the way they live their lives and how they view the new line-up of Nissan cars,” said Alison Yong, executive producer, Sil Malaysia. “The voiceover invites viewers to change the status quo, challenge the norm and to realise their dreams.”
Yong added that the 30-second spot was shot and performed live, without the use of special effects. It will air on TV and cinema throughout the year. The spot also shows glimpses of two upcoming models — which launch at the end of the month — the Latio sedan and Latio Sport hatchback. A teaser campaign, which broke last month, is supported by radio, online, TV, activation and ambient communications.
The sedan targets a more mature executive crowd, while the hatchback hopes to appeal to youths. According to Janice Wee, associate account director at Sil, the two models stand out in the category because their luxury aspects are highlighted.
Globally, Malaysia is the seventh market to welcome the Latio models, following Japan, China, Mexico, Taiwan, Thailand and South Africa. Among these markets the Latio cars sold over 270,000 units last year.
Recent Nielsen figures show that seven out of 10 adults in Malaysia, aged 18 and above, own a car, making it the fourth-largest car market in Asia-Pacific.
