New Nissan Micra: Great for a weekend getaway

Nissan launches multi-channel campaign for Micra
• Promotes Micra as ‘perfect partner for today’s drivers’
• About 6000 cars already with dealers across Europe

micra pos 3
MODERN ITERATION: Nissan has reincarnated American bank robbers Bonnie Elizabeth Parker and Clyde Chestnut Barrow and their pursuit by lawmen after their mayhem of a string of bank robberies and the killing of  at least 13 people. The real couple  were shot dead by police on May 23 1934.  Image: Nissan France

PARIS, France – Nissan has fired its first advertising broadside for its all-new Micra, calling it ‘Meet the Accomplice’, to showcase how the new B-segment hatchback would be the perfect partner for today’s driver.

And bank robber, perhaps?

It features two of the world’s beautiful people playing two of America’s most seedy and murderous criminals who were glamorised in the 1967 movie ‘Bonnie and Clyde’ that starred Warren Beatty and Faye Dunaway. The models in the advertisement are not named.

The car was first shown at the 2016 Paris auto show.

micra pos 2
CLASSIC POSE: The modern ‘Clyde Barrow’ in a pose copied  from the 1967 movie. Image: Nissan France

The 2017 campaign is being launched simultaneously (March 20 2017) across all communication channels – TV, radio, print media, social media, retail, digital and billboard – and will be rolled out across Europe through the rest of March and April and May.

This will be the fifth generation of Nissan’s iconic B-segment hatchback and the focus will be, Nissan says, “on revealing the car’s engaging personality to full effect”.

MICRA IS THE HERO

More than 6000 Micras are already with dealers for delivery and demo drives.

The campaign’s centrepiece is a TV video advert focusing on the US Great Depression-era story of a young couple of real-life killers and bank-robbers on the run, one a waitress, the other a recently released criminal – hence the ‘Bonnie and Clyde’ theme. Their accomplice – the hero of the story – is the all-new Nissan Micra.

The real getaway car was a stolen Ford.

‘EXPRESSIVE DESIGN, UPLIFTING INTERIOR’

The advert’s soundtrack features a remix of the ‘Bonnie & Clyde’ theme song,  performed in 1969 by French singer/songwriter Serge Gainsbourg and actress Brigitte Bardot. (read the song in French) and the English translation .

Jean Pierre Diernaz from Nissan Europe’s marketing department, commented: “With its expressive design, uplifting interior, confident drive and advanced technologies, the all-new Nissan Micra is the perfect partner for consumers.”

He doesn’t mention bank robbers… but adds: “‘Meet the Accomplice’ is a campaign which emphasises the partner point – and reveals the new Micra’s personality – in a truly engaging and humanistic way. It’s also a new tone of voice for Nissan based on strong consumer insight.”

BONNIE AND CLYDE - NISSAN STYLE. Image: Nissan France
BONNIE AND CLYDE – NISSAN STYLE. Image: Nissan France

Developing the partnership theme, Nissan says, will be a series of shorter videos and images to highlight and explain key features of the new Micra, among them the unique-to-Micra BOSE Personal sound system which has put speakers in the driver’s head-restraint.

LISTEN TO ‘The Ballade of Bonnie and Clyde’ by The Blue Flames

Further focus is on mobility technology and the “comprehensive personalisation programme” for the car’s exterior and cabin.

“The all-new Nissan Micra,” its maker told The Corner in a media release, “is revolutionary if compared with its predecessor. It’s longer, wider and lower than any earlier production models and has been repositioned at the heart of the ultra-competitive European B-hatchback segment.”

‘WE HAVE A CLEAR AMBITION…’

The car, Nissan added was conceived, designed and engineered with customers’ requirements at the top of the agenda.

“We have,” the automaker added, “a clear ambition for the new Micra. It should re-establish itself in the top-10 sellers in the segment and challenge the best and most popular in its class.

“Benchmarked against key rivals, we believe the all-new Micra will exceed its targets.”

THE REAL PEOPLE: Bonnie and Clyde Barrow and one of them crime-spree cars.  Image: Wikipedia
THE REAL PEOPLE: Bonnie Parker and Clyde Barrow, a selection of weapons, and one of their crime-spree cars. Image: Wikipedia
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