Now, the 30-second TV spot featuring the franchise's Stormtroopers, the fictional evil-Empire soldiers, is supported by a unique website, web films and several print advertisements. The campaign focuses on an edition of the Juke that can be customised with color selections and add-on parts.
The TV spot, titled ʻCity of Stormtroopersʼ (above), features a soldier who shows up in bright red armor—complete with white racing stripes—after a Juke with the same paint job is seen roaring through the city. The campaign also includes a web movie series, the first episode of which appears below.
The campaign, ʻDare to Differ,ʼ plays off the target insight that people have an inner desire to purposely make certain choices in order to be different and stand out, according to the agency.
“We feel honored to work for Nissan and to give life to ʻInnovation that excitesʼ through this campaign,” said Takahiro Hosoda, creative director TBWA/Hakuhodo. “Itʼs a very special thing that Lucasfilm accepted our request for collaboration, and weʼre very glad this campaign has finally kicked off.”
Production: Neandertal, BIRDMAN, Pyramid Film, Pyramid Film Quadra, OUTSIDER