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Editor's Pick. Nissan Quashai 'Urbanproof'

Agency: TBWA\ London

Client: Nissan’s Qashqai

An epic ad that takes over Buenos Aires has caught our eye to be Editor’s Pick of the week.

The eight-day shoot involved a massive international 170 strong crew and includes elaborately designed live action stunts dropping cars from great heights.

In ‘Urbanproof’ we see the city literally come to life, its buildings becoming living urban titans who pick up the, Qashqai and begin to play with it.

The game takes the car across the whole city, before it lands back where the buildings found it.

Executive Creative Director TBWA\London, Steve Henry, said, "We've brought Buenos Aires to life, as if the buildings were a bunch of kids playing with the car - scooting it round the city, on a roller-coaster adventure, and really pushing it to its limits.

“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."

The work was commissioned by Nissan’s Marketing Communications General Manager, Jean-Pierre Diernaz.

Backed by a big media spend, the TV work will be supported by press and outdoor work and will be followed by a second phase viral activity, Qashqai Car Games and a second year of the mountain bike urban freeride tour, Nissan Qashqai Challenge.

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