Don’t Be Afraid When the Polar Bear Comes
Sep 28th, 2010 by derekli
Hey guess what? If you buy the new Nissan LEAF you will get a free bonus hug from a real polar bear! That’s exactly how Nissan thoughtfully advertised its new 100% electric car (video below). To be honest, I was quite touched by the whole video. It started with a Discovery channel-esque documentary of the polar bear in their gradually failing Arctic environment, and slowly shifting to a modernized city somewhere. It shows the polar bear venturing throughout the city, as if it was in search for something. The polar bear then goes up to a man heading to his new Nissan LEAF and suddenly gives him a hug…Awwwwww.
The simplicity presented in this ad is what moves the viewer. The consumer easily comprehends the fact that the polar came all this way from home, just to thank the man with a hug for trying to save their crumbling environment caused by CO2 emissions from petrol cars. Sure, many can say that Nissan’s other cars are the main reason why the polar bear’s environment is breaking down; however, I say at least they are trying to push for a new and healthier world, despite their main intentions to sell a car. The marketing strategy here is quite effective, trying to appeal to a consumer’s emotional side and allowing them to reconsider the effects of excessive green house gasses.
Also, I completely agree with this blogger (http://www.futerra.co.uk/blog/846) regarding the cleverness of the advertisement. It truly does bring out the issue of global warming and the environment, while combining factors of emotion and conscience. The subtle effect of this campaign easily evokes a new and refreshing concept of the already exhausted and repetitive message of global warming. Props to the marketing team for Nissan’s new LEAF.
That’s all for this week. Hope you enjoyed this little video I found very interesting. Bye.
