Nissan Europe today unveiled a major new advertising campaign for its flagship Qashqai crossover vehicle which emphasises its position as the first automotive brand to launch the segment. Tagging the Qashqai as the ‘original urban crossover,’ the campaign reminds viewers that the Qashqai was the first and remains the best crossover of its kind and to never settle for second-best.
Created within the Nissan United structure by partner agencies TBWA & Digitas LBI, the narrative tells the story of a man going about his daily life while fixated on a white Qashqai that continues to impose itself in his life, with the implicit message that Qashqai is the best choice to make. The advert closes by revealing the Qashqai N-Vision special version that comes with Around View Monitor, technology that positions Qashqai as a step ahead.
Featuring a soundtrack from indie rock band Royal Blood, the advert employs a bold new look, feel and tone of voice. The provocative, playful tone is an evolution from that of previous Nissan adverts, which were more focused on vehicle functionality than emotional resonance.
Ending with the tag line ‘if you go with second best, there will always be second thoughts,’ the advert emphasises that the Qashqai is the original, benchmark of the category, reassuring prospective customers that they are making the right choice.
“The first of its kind in the crossover segment, the Qashqai continues to be hugely popular,” said Jean-Pierre Diernaz, Vice President, Marketing, Nissan Europe.
“While there are new entrants to the crossover market, the ‘Never Second Best’ campaign emphasises that the Qashqai is still the original and best in the segment. We appreciate that buying a new car is not an easy decision to make and this advert reassures our potential customers in a playful and provocative way that prompts a new, bolder direction for Nissan advertising.”
Scheduled for distribution in selected European countries from September 2016, the advert will be rolled out across Europe by January 2017. The ‘Never Second Best’ concept for the Qashqai is part of a wider 360 online and offline marketing campaign that will be deployed across all channels including digital, social, retail and CRM.
