So original and distinctive is the new Micra that Nissan has invented a new language to describe it. And our teacher will be David Lynch.
Micra is no ordinary car, and no ordinary words can communicate it. In conjunction with TBWA/G1, Nissan has developed a break-through communications concept based around the fusion of existing words to create a whole new vocabulary, such as modern yet subtly retro – to make modtro. To underpin this departure from the ordinary, Nissan asked acclaimed film director David Lynch to direct the TV commercial.
The Micra combines bold and distinctive design, with easy to use technology in a car engineered to be fun and easy to drive. TBWA/G1 was briefed to develop a campaign which would reflect this unique mix of values not only in terms of the Micra, but also in the broader context of the Nissan brand as a whole.
Agreeing to direct the advertisement, David Lynch commented, "I like the Micra, particularly the headlamps. They are like jewels. And I like the concept of ‘Do you speak Micra?’ I like modern and retro put together to make modtro – that’s a very good concept."
Accompanied by a flow of Micra words spoken by giant blue lips – which recalls the atmosphere of Lynch’s Blue Velvet – the new Micra moves through an innovative environment lit by the French director of photography, Jean-Yves Escoffier (The Crow: City of Angels, Good Will Hunting, Les Amants du Pont-Neuf ).
David Lynch: "I think it was [surrealist artist Rene] Magritte who put lips in the sky. This is a bit of the feel of those big beautiful lips speaking in a supermodern and very graphic city [Paris]."
Lynch and Escoffier combined to use innovative technologies and an experimental approach to create an out-of-the-ordinary commercial.