Nissan reveals secret of Chris Hoy's success in pre Star Wars cinema ad

Nissan has teamed up with six-time Olympic gold medallist Chris Hoy for a "futuristic mockumentary", to air before the new Star Wars film.

"Hoybot" was created by TBWA, and "exposes" the secret to Chris Hoy’s success – he’s actually a robot. The sci-fi, thriller-style ad shows Hoy driving for Nissan and revealing the inner workings of his robotic skeleton.

The ad will air before Star Wars: The Force Awakens, which opens in cinemas today.

The cinematic ad blends clips from news reports and asks, "How can a human man have legs like that?" It includes mock CCTV footage, "expert" interviews and ends with the phrase, "It’s one thing to prepare yourself for the future. Quite another to prepare the future for yourself".

Bob Harlow directed the ad through Somesuch. It features music from the composer Daniel Lenzmeier at Finger Music. Lenzmeier has produced music for films such as X-Men Origins, Terminator Salvation and Resident Evil.

Claire McGrath, the executive director for Finger Music, said: "We wanted the music to emulate that of a movie trailer and of course, this had to be something that could sit side by side with the epic music associated with Star Wars."

Hoy has been driving for Nissan since 2013. In September 2015 he won the LM P3 European Le Mans series with teammate Charlie Robertson. As well as promoting Nissan, the ad aims to highlight Hoy’s involvement in their motor racing team.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published