Using the biggest YouTuber in the world to make millennials buy a Nissan Micra.

Project: Nissan Micra x PewDiePie
Brand: Nissan
Agency: Digitas LBi France
Role: Creative Direction
With: Eleanor Howe & Lina Benmansour
Year: 2017

Context

Back in 2016, PewDiePie posted a video showing off his new car: an old and rusty Nissan Micra. So, when Nissan tasked us to refresh the Micra’s image to appeal to a younger audience for the launch of their radically different new model, we decided it was time to make the sequel.

In "My New Car II", PewDiePie reviews the new Micra in a way only he could do it, taking the inside jokes and wackiness of the first film to a whole new level. The result is an organic and unconventional ad that people loved to watch and that made the car, and Nissan, look pretty f**king cool.

Honors

Over 7M views
Over 35K comments
27x average daily website visits
7x eBrochure download

Some of the 35K comments:
"Better than Top Gear"
"Best commercial ever!"
"This is better than car commercials on TV"
"Why do I want this car now?"
"I'm gonna go buy a Micra! I love you, Nissan!"