Kristof Fahy, group brand and marketing director, William Hill

Why I like this

Selling a green product is still tricky. Too worthy, and people can feel they are being preached to. Too shocking, and people either switch off or dismiss it as exaggerated and extremist.

So it's hard to get the message bang-on. This ad for Nissan Leaf gets the tone just right.The idea that everything we use runs on petrol is brought to life – where little petrol engines power everything from mobile phones to microwaves.

The ad makes its point brilliantly. From the mobile phone to the office PC start up, it portrays a place that we all know. But it is a place that we would all hate to be part of.Then, when the "clean" car is revealed, it is the saviour. This ad manages to turn a car into an eco warrior, and I bought into it.

So, great ad but how many car-buyers – despite knowing electric is the way forward – still have a problem with buying a car that is called Leaf? It is tricky, this green stuff.

Wish I thought of

The simple insight – that everything runs on electricity, so why wouldn't your car? – is turned on its head creatively.

This article was first published on Campaign YouTube


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