Nissan pokes fun at Finns' need for personal space

Ad turns on insight about country's proclivity toward introversion

Published On
Jan 22, 2020

Editor's Pick

In Finland, the locals are known for being introverted. Advertisers have had fun with their tendency to avoid things like small talk, as in Burger King’s campaign last year involving a “silent drive-thru.” Now, Nissan is jumping on Finns’ reserved nature to highlight an important feature in its vehicles. 

The brand’s new print advertisement captures a typical scene in Finnish culture—when folks wait in line for the bus, they tend to maintain a significant amount of personal space between each other compared to that you’d see in the States or other countries. The ad spots a parallel in Finns’ behavior and Nissan’s own tech:  “Automatic distance control. Approved by Finns,” it reads. “Nissan’s ProPilot technology automatically keeps a safe distance to the vehicles ahead.”