TBWA drops 70s angle for Almera

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.

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

inspiration.



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

response.



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

depend on.’



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

year.



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.



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