Nissan Disses Competitors in Livina Car Campaign by Lew’Lara\TBWA, Brazil
BY LUCILA POUGY. SÃO PAULO, BRAZIL (CHIATDAYNIGHT) – Lew’Lara\TBWA, Sâo Paulo, Brazil created this spot for the 2011 Nissan Livina. The advertisement is a funny polemic which highlights the many awards won by Nissan and invites the public to compare the Livina with similar models from competing car makers.
The ad provokes controversy in Brazil, where advertising codes are regulated and even mentioning competitors is highly unusual.
Within two days of posting on YouTube, the Livina video was the most-watched car video in the world, with 80,000 views over the weekend. Its popularity continues with views reaching over 101,000.
The video is part of a Nissan campaign — “Nissan has an innovative way of thinking about family cars. Think of a Nissan”— which Lew’Lara\TBWA is promoting both in print, and in broadcast and cable TV.
The automobile market in Brazil has huge potential – less than 15% of the Brazilian population owns cars. This market has been poised for growth since Brazilian banks finally figured out how to offer installment loans that ordinary people could afford by extending car loan periods from 24 to 60 months with modest interest rates.
With a population of nearly 200 million, and a burgeoning middle class, Brazil’s economy is the eighth-largest in the world, and the one of the fastest-growing.
Official Nissan YouTube Channel
Credits
- Advertiser: Nissan do Brasil
- Agency: LEW’LARA\TBWA
- Product: Livina
- Creative Directors: Jaques Lewkowicz, André Laurentino, Manir Fadel, Luciano Lincoln
- Creatives: Toni Fernandes and Leonardo Claret
- Account Team: Alexandre Baroni, Fabrício Takahashi, Francine Rosset
- Media Team: Eduardo Shinohara, Luana Gallizzi and Suellen Kiss
- Planners: Paulo Vita and Felipe Azambuja
- TVCR: Mayra de Lutiis, Regina Shnaider, Dani Toda and Cris Leopacci
- Production Company: Cine
- Film Director: Clovis Mello
- Photo Director: Claudio Leone
- Editor: Francisco Porto and Clovis Mello
- Sound Production: Raw Produtora de Áudio
- Client: Murilo Moreno, Heloísa Silva and Rejane Lemes
