Nissan are global sponsors of the ICC and its world-famous cricket tournaments, in particular, the Champions Trophy, which opens today (Friday June 1st) at The Oval in London.
As part of this sponsorship, Nissan South Africa has signed up the highest ranked bowler in ODI cricket – South African Kagiso Rabada - as its brand ambassador.
When TBWA Hunt Lascaris were briefed to create a TVC for the games that focused on entrenching this sponsorship association in the minds of cricket fans, the creative team plugged into Nissan’s dual promises of innovation and excitement.
TBWA Executive Creative Director Rui Alves says: “It’s a daring story about energetic, passionate fans wanting to get as close as they can to the ICC and their friend Kagiso by finding their way to the best seats in the house.”
The ad, beautifully executed by Egg Films’ director Slim, opens with eager drivers, fully kitted in their cricket-fan gear, arriving at a stadium where we assume they are going to watch a game.
There is an atmosphere of exhilaration and anticipation, as well as a conspiratorial nod between a security guard and the lead driver, leaving viewers wondering what is planned.
The ad cuts straight to fans unpacking their vehicles and settling into their camping chairs while listening to commentary about the game build up.
When the security guard puts the stadium lights on, our fans are revealed in the bright spots… alone on the pitch at Wanderers where they are watching the big game on the big screen.
Alves says: “While The Oval may be out of reach for many, the next best seats in the house are right here at one of the most famous cricket grounds in the world: The Wanderers.”
The ad ends with the fans’ video-call to their buddy Rabada to wish him luck for the SA game that is about to start.
The ad underpins the campaign line “Be part of the excitement” - even though these fans couldn’t be in London for the live action, they found the best seats in SA.
Nissan spokesman, Graeme Birch, General Manager of Marketing Communications, says:”Our aim is to share with cricket fans around the world the excitement of the game and our cars. Both are created by people who have passion for what they do.
“Nissan's values are closely aligned to those of the ICC - to be innovative, with a strong focus on delivering exciting and unique experiences for our fans and stakeholders.”
The campaign breaks today, along with squeezebacks and opening and closing billboards and a host of social media surprises to be revealed during the tournament that will engage both SA and UK fans.
ad agency: TBWA Hunt Lascaris.