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ADVERTISING CAMPAIGNS

Editors Pick. Nissan Qashqai 'Musical Team Stunt'

Agency: TBWA\London

Client: Nissan

Yes, we know that Nissan was Editor's Pick only a few weeks ago with the 'Urbanproof' ad. But this new accompanying digital work had us in stitiches.

Qashqai Car Games 2 is the drop-dead-funny sequel to last year’s wildfire digital campaign, which spread all around the world with 16 million views targeted to 13 countries.
 
The virals feature several bizarre amateur teams, which will be showcased throughout the year. 
 
Unlike last year, which focused on creating an all new fictional sport, where drivers performed incredible skateboard-like stunts in their Qashqai’s, this year hails the beginning of a new era – that of the ‘Spanner League’.
 
Building on the enthusiasm and passion from audiences last year, the Qashqai Car Games ‘Spanner League’ replicates the games’ contagious effect.

The weird and wonderful semi-professional league is made up of wacky fans that attempt to re-create the extreme stunts of last year’s professionals with varying degrees of success.

The four crazy teams from around the world aspire to make pro-circuit level and will be followed and scrutinised throughout the year by ex-pro Craig ‘Pencil Sharp’ Patterson, who has a passion for developing grass root drivers and will keep fans updated on his blog: blog.spannerleague.com.
 
The teams include a Thai Musical stunt team and their pet pit-bull, a die-hard Flemish team, a Polish team with Joe Zakopane, the escape artist and a leopard skin clad Matonge team from Africa.
 
Fans will learn about the team backgrounds and see them perform in viral films released each month through various online sites and channels.

The campaign will focus on automotive, fashionable lifestyle and underground lifestyle sites whilst key branding will take place through one of the world’s largest video sites, Metacafe.
 
 
Nissan Marketing Communications General Manager, Jean-Pierre Diernaz, said, “Qashqai Car Games 2 is a wonderful extension of last year’s campaign and will continue Qashqai’s plan to engage audiences by entertaining them and creating a truly contagious marketing campaign“.

AJR
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