TOKYO, JAPAN – September 6, 2013 – TBWA\HAKUHODO has produced a new campaign for the Nissan JUKE featuring Stormtroopers, the fictional soldiers from George Lucas’ Star Wars universe. The campaign celebrates the new ‘personalized package edition’ of the Nissan JUKE offering a range of color selections for various vehicle parts that allows buyers to create a one-of-a-kind JUKE, customized to personal taste.
The campaign, ‘Dare to Differ,’ plays off the target insight that people have an inner desire to purposely make certain choices in order to be different and standout. The TV spot titled ‘City of Stormtroopers’ features a soldier who decides to free himself from the traditional white armor to a bright red armor (complete with white racing stripes), after being inspired by a uniquely customized Nissan JUKE seen racing through the Imperial City. A unique website, web films and print advertising supports the 30-second TV spot shot in Asturias, Spain, in collaboration with Disney and Lucas Film.
The new Nissan JUKE is a true reflection of Nissan’s brand tagline ‘Innovation that excites’ and the campaign shows how the vehicle’s outstanding, energetic, dynamic design and thrilling driving performance can even have an affect on Stormtroopers, a classic icon of conformity and convention.
“We feel honored to work for Nissan and to give
life to ‘Innovation that excites’ through this campaign,” said Takahiro Hosoda,
Creative Director at TBWA\HAKUHODO. “It all started with a personal letter written
to George Lucas asking him to collaborate with us on this JUKE project. It’s a
very special thing that Lucas Film accepted our request for collaboration and
we’re very glad this campaign has finally kicked off. The Director, Scott Lyon,
has created an amazing film and we’re thrilled that it’s being well received in