Nissan × Man City
A League of
Its Own.
How do you launch an SUV with three of the world’s best footballers without making another SUV ad?
my role.
- Creative Strategy
- Concept
- Writing
- Direction
In partnership with TBWA\RAAD
the problem.
Nissan had partnered with Manchester City to launch the new Patrol, its flagship SUV in the UAE. The partnership gave it three of the world’s best footballers, but a standard player endorsement would look like every other SUV ad. Nissan needed a launch that highlighted the Patrol’s latest technology in a way that made it stand out from its competitors.
what we found.
SUV ads in the region all show the same thing: dunes, speed and adrenaline. But a large group of Patrol owners use the car to relax. They eat in it, park and hang out with friends, or go cruising at night, because of its space and comfort. None of the competition was speaking to them.
So we positioned the Patrol’s new technology around comfort instead of capability, aimed at the owners who treat the car as a place to unwind.
the idea.
Since the strategy was about relaxing in the Patrol, we gave the players the same experience, and a reason to need it: hiding from training. So we created a film where three Man City stars turn the Patrol into a spa on wheels using all of its new features, and get so relaxed they lose track of time.
the film.
Three football stars turn the new Patrol into a spa and get so relaxed they lose track of time before practice. Then the coach finds them.
the press.
Places the brand’s flagship car at the forefront of the narrative.
Combining humor and excitement, the campaign stars Manchester City’s main players off the training ground.
This playful storyline underscores the comfort and appeal of the Patrol.
the process.
Storyboard
Storyboard
Storyboard
Storyboard
Storyboard
on set.
Behind the scenes of A League of Its Own.
got a creative problem?
Bring your problem. You’ll leave the call knowing what I’d do about it. Free, 20 minutes, Monday to Friday, 9am to 5pm Dubai time.