Campaign scope: The ‘Xtreme’ pizza delivery campaign, which runs across television, print and online, aims to demonstrate the ruggedness of the Nissan X-Trail by delivering pizza to customers in extreme locations. TBWA\Hakuhodo helped Nissan conduct a public search for the toughest delivery drivers in the country to be a part of the campaign. The recruitment ads offered an hourly wage of ¥100,000 for delivery drivers that were willing to take on the challenge of delivering pizza to extreme locations.
Press release quote: “Whether customers were rock-climbing at 12,000 feet, whitewater rafting, or even mountain biking at breakneck speed, the rugged Nissan X-Trail provided them with hot, delicious pizza. No location was impossible.”
Comments: The film feels as though it's taken a play out of the Red Bull extreme-video playbook. And that's no bad thing. It's fast-paced, action-filled, well-produced and features some great action shots and slow-mos. Unlike in many car ads, the Nissan itself plays more of a cameo than the lead in the film, but its role remains important to the narrative and it does achieve the job of demonstrating the ruggedness of the vehicle. Pizza, parachuting and whitewater rafting? We're both entertained and now hungry (although we can't help but wonder about the condition of the pizzas in the video after their extreme journeys).
Creative Agency: TBWA\HAKUHODO Japan
Chief Creative Officer: Miki Matsui
Creative Director: Takahiro Hosoda
Art Director: Masaru Uemura
Copy Writer: Nobuhiro Arai
Producer: Hirotaka Fukatsu / Fusae Yoshikawa / Shumpei Negami
Interactive Planner: Kazuoki Uedo
Account Director: Satoshi Suzuki
Account Executive: Masakazu Kobayashi