• Feb 27th 2007 at 8:03PM
  • 21
Nissan's really thinking outside the box with advertising for its new Qashqai crossover. Turning it into a giant skateboard for an unseen giant operator, they portray a Nissan as athletic equipment. With an oddly soothing soundtrack making the sights seem so natural, the Qashqai does things that no vehicle is capable of. But that's not the point really. The ad is showing us how the CUV will tackle anything the urban jungle can throw at it and provide some youthful thrills in the process. Just like a few years ago when potential buyers were doing ollies and following the X Games more closely than the stock market. Just because you're getting older doesn't mean you have to grow up. Very clever and very slick. Follow the jump to see the whole ad via YouTube.

[Source: YouTube]

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    • 1 Second Ago
      • 8 Years Ago
      And somehow nissan managed to make the commercial about 100x better than the jeep compass commercials
      • 8 Years Ago
      Just a few points about this great commercial:

      Parents will just love they way it encourages automotive "ghost riding".

      Who wouldn't want to own a small CUV that portrays itself as so small you might be more comfortable wearing it on your feet than actually driving inside it?

      Yeah, Nissan REALLY went "outside the box" on this ad, even if the Jeep Wrangler Unlimited did nearly the same thing....MONTHS ago.
      • 8 Years Ago
      Wait a second, this commerical looks familiar, oh my gosh, just like Jeep did, I am shocked that Nissan would use this concept, doesn't anyone have an original idea anymore
      • 8 Years Ago
      I SERIOUSLY hope you weren't being serious that this ad "promotes ghost riding".
      • 8 Years Ago
      • 8 Years Ago
      To sum up, no new thinking, just better execution of the idea. Appears to be a nice SUV, Nissan should have kept the name a bit simpler. Maybe it is a derivative of their hopes that this vehicle will become a "cash cow".
      • 8 Years Ago
      Yep. That is about a 1000X better than the Jeep commercial. I don't see people complaining about ever car comercial for a compact car being the same. All of them drive past the gas station. They don't fill up, they throw some garbage away. Clever.
      • 8 Years Ago
      howard kerr are you a complete and total moron? can you read what you type? i play super mario does that promote jumping on man eating plants and sliding down pipes? oh wait baby jessica must've played mario too, good call, i stand corrected
      • 8 Years Ago

      The reason that the Nissan ad is a success and the Jeep ad is a flop is as simple as the country of origin. Anything a Domestic does is shit, anything an import does is golden. That may not be the feelings of the astute few who read blogs like this and and can tell the difference between a small bock 350 and a VQ35 V6, but amongst the mainstream media, domestics stink. Get on the bandwagon.
      • 8 Years Ago
      I think the big difference between the Jeep and Nissan commercials is the fact that Jeep tried way too hard to make the Compass "cool" and "hip,"

      while Nissan made it simpler, elegant, sophisticated. The Quashqai doesn't have to try to be a cool car, it just is. And I'm sure by comparing the sales of the two vehicles, that will be come apparent.
      • 8 Years Ago
      Picasso: Thanks for the Jeep vid. I don't mind the robot: he rides better.
      • 8 Years Ago
      I think it comes down to authenticity. The way the robot skates in the Jeep commercial doesn't really capture the things that made skateboarding enjoyable for the intended audience.

      The people who made that ad never rode a skateboard, or never even played THPS (unlike most of their audience) and it shows. Their clueless creative is not going to resonate with the target audience in the same way the Nissan ad does, which creates that sense of authenticity and trust by showing that A - they know how skateboarding really works and B - they know the tricks that really helped people feel they were becoming a good skateboarder. The ad is a litany of all the tricks that younger skateboarders over the last 10-15 years associated with real accomplishment - kickflips over gaps, wall-rides, nollies up steps, etc. Not really hard tricks, but tricks that showed that you were 'getting it'.

      This ad says to the target audience: We really understand you, and we also really understand the kinds of things that gave you a sense of accomplishment when you were a bit younger, and our product offering will replicate those emotional connections. The creative is great, an really drives this home.

      The difference between the two ads is so great it almost makes me wonder whether the jeep ad actually had a creative brief, or whether somebody just said "Do something with skateboarding, all them kids they like skateboarding these days, don't they? And add a robot, they all like robots too, right? Robots on skateboards - sheeet, they'll lap it up!"
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