Digital devices’ command over our lives has become a theme of late in advertising, with marketers reminding us that it’s important to shut down every now and then, or at least during the holidays.
But when the entire world seems to be powered on, Nissan says it’s here to help you deal with some of the dangers that come hand in hand with digital distraction. A new spot created out of TBWA/Chiat/Day New York and directed by MJZ’s Tom Kuntz depicts a dystopian metropolis where everyone’s eyes are fixed on their phones.
An army of techno-focused zombies cross streets en masse, a newscaster live on the air stares at her tiny screen, thumbs typing away, a toddler in a stroller and kids hanging off a jungle gym are blind to the blue sky and foliage around them, heads aimed at their tiny phones.
Their misdirected focus is a recipe for disaster—a bus driver veers off course, a mom pushing her child in a pram crosses the street without checking oncoming traffic. Only one family, sitting in their Nissan Rogue, remains awake to the environs around them, and fortunately, so is their car. Its various safety features help steer away from the rogue bus, and stop it just as that mother and child step into the crosswalk.
A V.O. reads “This is protection in a world of distraction. This is Nissan intelligent mobility.”
The spot is set to the track “Johny Says Stay Cool” by Babe Rainbow. It was created under Nissan’s new North American VP Allyson Witherspoon.