Nissan North America: Gasoline Powered Everything

Following an early-adopter-focused US launch, Nissan aimed to take its LEAF electric car mainstream with this campaign.

Nissan North America: Gasoline Powered Everything

TBWA\Chiat\Day

Summary

Following the early-adopter-focused launch of the 100% electric Nissan LEAF, Nissan was keen to sow the seeds of mainstream consideration. We needed to challenge gasoline (gas) as the dominant form of automotive power.

People were immediately dismissive of electric power's appeal, claiming it was just too new. Yet nearly everything they depended on in their daily lives was electrically powered – their phone, toaster and toothbrush. In this context, electric was perfect for them: easy, convenient and quiet. The non-car environment was a safer space for the electric discussion.

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