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 it 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 the choices of a young bold director and a dynamic storyline to resonate with our target audience.

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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