Today is the day that Nissan releases the Tiida onto the Australian market, replacing the now retired Pulsar. To market the new 1.8 litre car Nissan have worked with advertising agency Whybin TBWA on a sexy campaign featuring Kim Cattrall, best known for her role as Samantha Jones in the television series, “Sex in the City”.
There are three spots in the Tiida campaign, each featuring Cattrall’s rapturous enjoyment of the new Nissan vehicle of pleasure. Each finishes with a voiceover: “With the powerful 1.8 litre engine, heaps of room, extra comfy seats, the new Nissan Tiida makes you feel really really really good inside.” The super includes the text, “Shift_pleasure”.
In a showroom Cattrall is talking to a salesman. “Ah! That was amazing. Absolutely fabulous! I mean the great body and the way you moved it. Why didn’t you tell me it was so big? I just wasn’t prepared for it. You know what? I think I’m ready to go again.” She moves over to the car in the show window. “Coming?”, she calls suggestively. Click on the image below to play the video in YouTube (HD)
As Cattrall drives her Tiida through the streets she purrs with excitement, letting out exclamations of pleasure. “Mmmh! Oh yeah!” As she drives past a sign warning of a road hump she reaches a peak of enjoyment. Click on the image below to play the video in YouTube (HD)
Cattrall’s breathless with pleasure as her mobile phone rings. She looks through her bag, which features a New York Times crossword book, to find the phone. On the line a voice asks, “Is this a bad time?” “Oh no, it’s OK… I just stopped.” “So lunch?” “I don’t think I can, honey. I’ve just had the ride of my life. Really smooth. Great look. Amazing body. And the size! I couldn’t take my eyes off of it! It was so much bigger than I expected. I’ll call you later. I’m ready to go again.” Click on the image below to play the video in YouTube (HD)
The Tiida Kim Cattrall campaign was developed at Whybin TBWA, Sydney, by art director Madeline Smith, copywriter Jen Speirs, agency producer Margot Ger, working with Nissan account team Roger O’Donnell, Laurelle Ese and Clare Gibbs.
The advertisements were filmed in Sydney especially for the Australian market. Whybin TBWA’s marketing plan for the Tiida identifies the focus target as a 30 something person (female skew) who leads a life balanced between settling into their career and an active and enjoyable social calendar – most likely in an established relationship but without chuldren. It’s acknowledged that the people who buy the car are a much broader group of consumers.
Update, July 23, 2006
It appears as though the Australian-made Nissan Tiida ad is too racy for New Zealand tastes. The Kim Cattrall spots, introduced in Australia in February this year, were recently aired on New Zealand TV screens. After numerous complaints to Nissan and to the NZ Advertising Standards Authority, Nissan has voluntarily pulled the campaign.