Ad Blog Arabia

I WILL KEEP STRESSING THIS; WHERE IS THE CULTURAL RELEVANCE HERE?
Nissans are used in the deserts of Dubai or Saudi!
Why doesnt one of these concepts have a friggin camel or an Oryx or a donkey??
Ok apart from the poor retouching i think the only one that gave me a bit of a chuckle was the second one because being out of place and lost is actually dangerous.
The first one was just a parrot and the third one was a tortoise amongst seadogs or whatever theyre called. Whats so dangerous about that?
If they showed a more dangerous situation like the second one it would have been more effective i think.
And why would Nissan spend money on 3 ads for a GPS system? Surely everycar should have one these days and even if they didnt it only costs about 100 dollars to get one, not much of a benefit.
I would get a Nissan not because of a GPS system.

What is it with you guys banging on about cultural relevance. It’s not the job of advertisers to promote the culture and heritage of a place. That imagery is already overused to the extreme. You think perhaps these guys avoided that to stand out.
But Louai, tell me, that superman logo ad you did (wow, never seen that idea used to communicate speed have we)
, where was the cultural relevance in that???? or dont you have to follow your own advice?

Agree with the first 3 comments, why you need a full campaign promoting a feature that is standard for all car brands? what’s in Nissan’s GPS navigation system that distinguishes it from competition? NONE

“Locals make up a FRACTION of the market”
What about the people living outside Dubai? Fujeirah, RAK, Umm Al Quwain… you think those guys will understand this?
What about the Saudi market? 90% of the Saudi market are Saudi.
Nissan would most probably want to advertise there as Saudi is a huge market for them. You think they would relate to these ads?
So if you say that locals are just a fraction of the market then these ads are targeted at Western expats, they too are a fraction of the market.

“You see shots of the desert everywhere”
So what? Thats a reason to be even more creative and do something bigger and better that someone else hasnt done.
Its not just desert, its also mountains, rivers, Wadis…. imagine how much you can with that?

The failing here is not just creative.

We live in a time where individual brand names are advertised as product generics.

Agencies have given up looking at what it is that makes the consumer tick and what the consumer wants. We assume that’ll they’ll follow the most ‘creative’ ad – that the ad is the brand difference.

Now, in some product sectors, this has some relevance. Nike took the world by storm through its advertising.

But strip apart a Nike shoe and it’s just a shoe, albeit with a distinctive swoosh given meaning through branding.

4X4s aren’t like that.

They have very real differences in petrol consumption, power, traction, longevity. Some are made to be recycled, some are not. Some are more aerodynamic than others. Some are more family friendly than others.

But you wouldn’t know this from the ads.

Every 4×4 is running across the same old territory.

That’s why all the ads are the same – intentionally or accidentally.

Agencies and clients have to sit down together and work out where the product distinction really is. There’ll always be one if yjey really look hard.

If they don’t. then the creative people have to stop accepting the status quo and write their own brief.

It’s not easy and it’s risky. But that’s where the original ads are.