TBWA GGT Simons Palmer has dumped the 70s TV action spoofs of its
recent Almera commercials in favour of a strategy which contributes to
the umbrella branding of the Nissan marque.
Instead of the Sweeney and the Professionals - the cult 70s TV series
which provided the stimulus for the last two Almera ads - TBWA is
looking to the everyday trials and tribulations of family life for
The series of three commercials, which breaks this week, presents the
Almera as the most reliable member of the family. The down-to-earth
spots, which distinguish themselves from glossy car ads, show how the
family members - a mum, dad, son and daughter - let each other down
through their human foibles and failings. This is contrasted with the
reliability of their Nissan Almera.
One execution opens with an awkward silence between family members as
they are driving in the car. It becomes clear that the son has
embarrassed his parents when the tight-lipped mum says: ’That’s the last
time we’ll be invited around there.’ The children smirk sheepishly in
In a second spot, the mum introduces a friend who makes ceramics to her
husband, who immediately blurts out how much his wife hates them. In the
third ad, the mum returns from a shopping trip laden with food. She
declares proudly that she has remembered everything - until her husband
points out that she has forgotten to pick up her own father.
Neil Christie, joint managing director of TBWA, said: ’This campaign
builds on the recent work developed for other Nissan models to help
establish Nissan as a manufacturer of cars which offers quality you can
The campaign, to include a national push breaking on 6 July, will be
backed by a spend in excess of pounds 3 million until the end of the
The TV ads were written by Pip Bishop and Chris Hodgkiss and directed by
Trevor Melvin through Blink. Media planning and buying is through Carat.