In the age of influencers, social pressure and ‘group think’, In the Company of Huskies has rolled out a launch campaign for the new-style Nissan Juke urging young people to be true to themselves. The ad says trusting your instincts and not being the same as everyone else reflects both the Juke’s individuality and those consumers who buy the new car.
The ad tells the story of a mum and daughter’s visit to a toy shop to buy a birthday present. The young girl must choose between the present she really wants and one that would be more acceptable to her friends. The mum urges her daughter to embrace her personal choices. The 1962 track ‘Little Boxes’ by Malvina Reynolds, a social activist, reinforces the message about not being afraid to challenge stereotypes and make the choice that is right for you.
Huskies’ creative director Damian Hanley said the Nissan Juke has always been an edgy car and that inspired the concept. “We’ve echoed that in the telling of a story which celebrates individualism and that inspires people to ‘Don’t be just the same’ and to be true to themselves,” Hanley added. The ads run on TV, radio, in cinemas, and across digital channels.
Link to TV ad here: https://vimeo.com/375883185/0b65813971
Brand: Nissan Ireland’s Juke
Client: Jeanne McGann, James McCarthy
Creative agency: In the Company of Huskies
Creative director: Damian Hanley
Art director: Nick Kelly
Copywriter: Greg McLoughlin
Producer: Gary Moore
Agency producer: Laura Cronin
Account director: Amar Jacob
Business director: Nessa Van Rooyen
Account manager: Fiona Cunniffe
Account executive: Steven Nagle
Agency design: Gavin Feiritéar
Director: Brian O’Malley
Post production/sound: Screen Scene
Editor: Rob Heffernan
