Home Alone 2: Lost In New York, Babe: Pig In The City, Crocodile Dundee II – popular culture is full of sequels where the little guy makes a mark in the big city. Following on from last year’s masterful ‘Skateboard’ TV spot, TBWA\London and TBWA\G1 have yet again ripped up the metropolis with the flashy Nissan Qashqai. Following on from the original’s playful nature, the new execution sees the city literally coming to life, the buildings becoming frisky titans who launch the vehicle through the streets like a cat toying with a ball of string.
The ad was directed by Rattling Stick helmer (and Reel favourite) Danny Kleinman, bringing the buildings to life with cheeky movements and clever ‘it-looks-like-a-face’ aesthetics. Spanning a mammoth 8-day shoot with a 170-strong crew, the commercial’s production included closing down Avenue Corrientes, one of Buenos Aires’ busiest streets, for a whole weekend. Speaking of the production, Kleinman says, “We used a lot of big effects, big rigs, dropped cars, and tried to do things which looked spectacular – it was quite a challenge; a big, big production. In a way it would have been a lot easier to create everything in CG, but I think you lose a bit of realness, grittiness and excitement if you go down that route.”
The ad was directed by Rattling Stick helmer (and Reel favourite) Danny Kleinman, bringing the buildings to life with cheeky movements and clever ‘it-looks-like-a-face’ aesthetics. Spanning a mammoth 8-day shoot with a 170-strong crew, the commercial’s production included closing down Avenue Corrientes, one of Buenos Aires’ busiest streets, for a whole weekend. Speaking of the production, Kleinman says, “We used a lot of big effects, big rigs, dropped cars, and tried to do things which looked spectacular – it was quite a challenge; a big, big production. In a way it would have been a lot easier to create everything in CG, but I think you lose a bit of realness, grittiness and excitement if you go down that route.”
"This is an ad that is going to get people talking about it!” adds Steve Henry, Executive Creative Director TBWA\London, “Following on from the launch of QASHQAI, which involved radical TV ads and a massively successful online campaign, this is a piece of work which really brings out the unique nature of the car. The stunts are really impressive, but what makes the ad fascinating is how Danny has given the buildings such great personalities - like cheeky, mischievous schoolboys playing with the car. QASHQAI really is the ultimate Urbanproof car, and the ad shows that off with great personality and style."
Backed by a big media spend, the TV work will be supported by press and outdoor work and will be followed by the second phase of the viral phenomenon, QASHQAI Car Games and a second year of the mountain bike urban freeride tour, Nissan QASHQAI Challenge.
Backed by a big media spend, the TV work will be supported by press and outdoor work and will be followed by the second phase of the viral phenomenon, QASHQAI Car Games and a second year of the mountain bike urban freeride tour, Nissan QASHQAI Challenge.
Project: ‘City Living’
Creative Agency: TBWA\London, TBWA\G1
Copywriter: Chiappe & Saunby
Art Director: Chiappe & Saunby
Agency Producer: Emma Rookledge
Agency Planner: Filippo Dell’Osso
Director: Danny Kleinman
Producer: Johnnie Frankel
Production Company: Rattling Stick
Editor & Editing Co.: Steve Gandolfi
Post Production Co.: Framestore CFC
Audio Post Production: Owen Griffith at Jungle
No comments:
Post a Comment