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

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 to launch 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!"