David Lynch directs TV spots for Nissan Micra

Nissan has created new words to support the idea that its new Micra is an extraordinary car, in a pan-European television campaign directed by David Lynch.

The campaign, called "do you speak Micra?", will run in more than 25 markets, including the UK, and introduces the idea that the new Micra is so original that the car manufacturer has had to invent a new language to describe the car.

The ads, by the Paris-based agency TBWA/G1, will run as ten-second teasers, 30-, 40- and 45-second executions. The agency's brief was to develop a strong, distinctive campaign to promote the Micra as a product, while also developing its character and unique personality.

A wider campaign will include online, radio, outdoor and cinema executions.

The ads combine words that refer to features of the car, in order to coin neologisms. For example, to indicate that the Micra is modern in terms of its technology but retro in its design, the agency has come up with the term "modtro".

Chris Garbutt, the creative director of TBWA/G1 Europe, said: "We wanted to avoid the visual cliches you find in car advertising, to create a mystique and intrigue in the campaign. David Lynch was the good choice, because of his original, surprising and inspired vision."

The ads use the neologism device to highlight other features of the car. "Compact" and "spacious" are combined to form "compacious", "luxurious" and "affordable" form "luxurable", and "simple" and "technology" give "simpology".

The film was directed by Lynch through Plein Soleil. It was art directed by Jan Dirk Snel and written by Gerd Turetschek.

Media planning and buying is through OMD Europe.


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