Nissan pretends to be the world's worst sponsor in Team GB prank

Nissan is set to air a comical TV spot tonight as the Rio Olympics kicks off, in which it asks Team GB athletes to push the brand in ridiculous ways during the games.

The #DoItForUs spot sees track and field Paralympian Stef Reid asked, for example, to "steer yourself into your starting position" to promote the Nissan Leaf.

Others are asked to hold their breath to demonstrate how the Leaf has zero emissions. They’re also asked to emulate Mo Farah’s "Mobot" pose, instead making an "N" sign for Nissan using their hands.

The list of pranked stars includes track and field athlete Katarina Johnson Thompson, gymnast Max Whitlock and cyclist Becky James, who are asked to carry out the absurd feats by two fake brand managers.

Nissan filmed the athletes’ responses – which appear to be genuine – on hidden cameras.

The wider #DoItForUs campaign is designed to give behind-the-scenes and unexpected access to the Team GB athletes through the games, which open today (5 August).

The main TV spot is supported by Facebook, Twitter and YouTube activity throughout the games.

Nissan is also making use of Twitter's new First View video ad slot, with the film appearing on user feeds for 24 hours after launch. 

The 90-second TV spot was created by Hannah Ford and Jim de Zoete and directed by Olly Parsons at Red Bee. Fuse Sport + Entertainment oversees Nissan’s Team GB sponsorship and media was handled by Manning Gottlieb OMD.

It airs tonight on ITV, Channel 4, Channel 5 and Sky at 8.45pm.


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

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

Partner content