Hijacking used car videos to introduce a better way to buy a used car.

Project: Nissan Intelligent Choice
Brand: Nissan
Agency: Publicis Sapient
Role: Creative Direction/Concept
With: Greg Aldous, Niels Marqueyssat and Vincent Requillart
Year: 2018


YouTube is the place to watch "how-to" videos, including those about "how to check a used car." That is what many buyers search for, relying on the advice and DIY tips of fake experts.

Our campaign hijacked thousands of these videos to tell buyers that every used car from Nissan Intelligent Choice is thoroughly checked by real experts, so they don't have to worry about anything.

We identified the most searched topics and created 9 films to cover it all.