Nissan Micra
N-Sport

Brand: Nissan
Agency: Publicis Sapient
Role: Creative Direction/Concept
Year: 2019

Context

Turning a “granny mobile” into a car for urban athletes.

Because of its compact size, affordable price and practicality, the Nissan Micra used to be seen as a car for the elderly, especially in the UK. However, in 2019, Nissan introduced a sporty line designed for a younger audience called “Urban Athletes” — people who are always on the go and need a car to support their dynamic lifestyle.

Our campaign literally hit the spot by giving the Micra N-Sport an edgy attitude, portraying the car with real people with agile lifestyles. Everything was considered to give back the Nissan Micra the edginess it lacked in the past few decades; including partnering with a bold director and a dynamic storyline to resonate with our target audience – especially on social media.

Spot 1 — Apple CarPlay
Featuring Aboubakry Seck, longboard world champion.

Spot 2 — Intelligent Key
Featuring Melanie Tischler, professional parkour athlete.

Spot 3 — Intelligent Trace Control
Featuring Franky Zapata, one of the few fly boarders in the world.

Spot 1 — Apple CarPlay
Featuring Aboubakry Seck, longboard world champion.

Spot 2 — Intelligent Key
Featuring Melanie Tischler, professional parkour athlete.

Spot 3 — Intelligent Trace Control
Featuring Franky Zapata, one of the few fly boarders in the world.

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