Responses by Tuomas Perälä, copywriter, TBWA\Helsinki
Background: Nissan is one of the most popular car brands in Finland. We wanted to deepen and nurture this relationship. Once you earn the trust and loyalty of a Finn, the relationship is hard to break.
Reasoning: New Nissans have a safety feature that most Finns didn’t know much about. And personal space is no laughing matter in Finland, as most Finns typically disperse as much as humanly possible when waiting for buses. So, we wanted to bring the automatic distance control to Finnish reality. We wanted to prove that the feature and Finns, in fact, work quite similarly. Both have the safety distance as a standard feature.
Challenges: The only thing we were a bit insecure about, at first, was the copy texts—and how much should we explain the allegory. But I think we found a good balance.
Favorite details: The whole team is proud that we managed to encapsulate some essential aspects of Finnish mentality within a simple car print ad.
Visual influences: The overall atmosphere you can sense here during winter, which is the dark time of the year—with some Arctic gloom. It might seem gritty and a bit depressing at first, but there’s some plain beauty in the atmosphere as well.
Specific demands: The biggest demand was finding a perfect balance between grittiness and coziness when it comes to the visual aspects of the ad. But we succeeded, don’t you think?
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