Nissan North America is switching gears to convey the emotional experience of driving its Leaf Plus long-range electric car, rather than leaning too heavily on the vehicle's specs, in a new campaign featuring a driver who can fly through the air.
The campaign is the first featuring the Leaf Plus, which debuted at CES in January and began hitting showrooms in recent weeks.
Since the Nissan Leaf launched in 2010, much of the marketing has focused on its features. As the Leaf continues its reign as the top-selling electric vehicle to date, despite sagging sales early this year and competition from the likes of Tesla, it is shifting to more of a storytelling approach.
The latest Leaf ad from TBWA features a professional wingsuit flyer, Roberta Mancino, behind the wheel of the car and weaving through the air in scenes meant to suggest freedom, confidence and power.