Juniper Park\TBWA Puts an Emphasis on Technology that Connects Us in New Nissan Canada Campaign
February 24, 2020
TORONTO; February 24, 2020 -- Nissan Canada has launched a new integrated campaign that highlights how the redesigned 2020 Qashqai compact crossover features the technology we’ve all been longing for — technology that connects us. The campaign and its elements, inclusive of OLV, social assets, and a TV spot, was developed in collaboration with global Toronto-based creative agency, Juniper Park\TBWA. The TV spot premiered during Canadian coverage of Super Bowl LIV on February 2.
To launch the 2020 Qashqai, Nissan Canada tasked Juniper Park\TBWA with developing a creative campaign that showcased the incredible innovation housed in the redesigned crossover and the unique benefits it provides Canadian drivers with. In order to do so, Juniper Park\TBWA homed in on one specific strategic insight: technology can separate us more than it brings us together.
The genesis for the campaign and TV spot focuses on this relatable human truth. The great promise of technology was that it could bring us together, but nowadays people often feel the opposite. We love our technology, but it’s leaving us isolated. We’re looking at screens, rather than each other.
In fact, a 2019 report from Simplii Financial found that for some Canadians, there is an underlying tension associated with this use of technology; 36 per cent of Canadians agreed that technology can leave them feeling empty, and 37 per cent said they felt anxious when separated from their mobile devices.
The all-new redesigned 2020 Qashqai is the perfect example of how we overcome this. The crossover is made for adventuring together, with technology like the standard Safety Shield 360 suite of features to help get where you want to go, safe and sound. The climax of the TV spot features the driver and passenger brought together through music, accessed through the Qashqai’s standard NissanConnect® 7.0-inch colour touch-screen display. Filmed in a striking “Caspian Blue” Qashqai, the pair share a moment of real human connection, triggered by music channeled through available Apple CarPlay®.
“With Qashqai, we’re at an interesting point in its lifecycle – right in the middle of it - following a refresh for the 2020 model year. The compact crossover segment is crowded, with everyone in the industry making lots of noise. We needed to stand out and bring attention to Qashqai’s eye-catching aesthetic updates, such as the bold new wheel design; updated hood; and beautiful LED lights,” says Alannah David-Clark, Senior Manager of Marketing Communications at Nissan Canada Inc. “The premise of this TV spot cleverly showcases the exterior enhancements to our second-best-selling Nissan in Canada. It also effectively conveys a sense of fun, adventure and a relatable human factor which we feel resonates well with a large audience in this era of being constantly connected to devices, but disconnected from one another.”
The spot juxtaposes the emotionless uses of technology with Nissan’s vision of fun, exciting technology. It features the classic ‘50’s tune “Sh-Boom (Life Could Be A Dream)” by The Chords, and was partly filmed in and around Algonquin Provincial Park in southeastern Ontario.
“It’s a simple idea that highlights how technology connects people. The feeling of isolation upfront in the spot is paid off with a really cute, relatable relationship story combined with a quirky soundtrack.” says Graham Lang, Chief Creative Officer at Juniper Park\TBWA.
The spot was directed by Ian Robertson, while Frank Content was behind production, School Editing for editing, and Vapor Music for sound design.
About Juniper Park\TBWA
Juniper Park\TBWA (juniperparktbwa.com) is The Disruption® Company: the cultural engine for 21st century business. A global, award-winning agency located in Toronto, Juniper Park\TBWA uses Disruption® methodologies to develop business-changing ideas for brands. The 160+ team of world-class creators and thinkers serves clients across North America, including CIBC, Nissan, PepsiCo, GoDaddy, GSK Consumer Healthcare, Intuit, among others. It is part of TBWA Worldwide (tbwa.com), named to Ad Age’s Agency A-List in 2019, and one of the World’s Most Innovative Companies by Fast Company. Follow us on Instagram, LinkedIn, and Twitter, or like us on Facebook for the latest updates from the Park.
About Nissan Canada
Nissan Canada Inc. (NCI) is the Canadian sales, marketing and distribution subsidiary of Nissan Motor Limited and Nissan North America, Inc. NCI was the first Japanese-based automaker to incorporate in Canada in 1965, and now directly employs 306 full-time staff across offices in Vancouver (BC), Mississauga (ON), and Kirkland (QC). There are 210 independent Nissan dealerships, including 84 that also act as Nissan Commercial Vehicles dealers, 123 electric vehicle-certified dealers, and 41 INFINITI retailers across Canada.