Nissan: Connection

Nissan Canada has launched a new integrated campaign that highlights how the redesigned 2020 Qashqai compact crossover features the technology we’ve all been longing for — technology that connects us.

Juniper ParkTBWA homed in on one specific strategic insight: technology can separate us more than it brings us together.

The genesis for the campaign and TV spot focuses on this relatable human truth. The great promise of technology was that it could bring us together, but nowadays people often feel the opposite. We love our technology, but it’s leaving us isolated. We’re looking at screens, rather than each other.

In fact, a 2019 report from Simplii Financial found that for some Canadians, there is an underlying tension associated with this use of technology; 36 per cent of Canadians agreed that technology can leave them feeling empty, and 37 per cent said they felt anxious when separated from their mobile devices.

The all-new redesigned 2020 Qashqai is the perfect example of how we overcome this. The crossover is made for adventuring together, with technology like the standard Safety Shield 360 suite of features to help get where you want to go, safe and sound. The climax of the TV spot features the driver and passenger brought together through music, accessed through the Qashqai’s standard NissanConnect® 7.0-inch colour touch-screen display. Filmed in a striking “Caspian Blue” Qashqai, the pair share a moment of real human connection, triggered by music channeled through available Apple CarPlay®.

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