Ad of the Day | This Winter, TBWA\NissanUnited are Thrilled to Present the "Ride Responsibly" Campaign

Ad of the Day | This Winter, TBWA\NissanUnited are Thrilled to Present the "Ride Responsibly" Campaign

Feb. 22, 2024

This winter, TBWA\NissanUnited are thrilled to present the "Ride Responsibly" campaign and showcase Nissan’s commitment to creating meaningful societal change through innovative technologies. To promote the Nissan X-Trail Mountain Rescue prototype, powered by e-4ORCE All-Wheel-Drive technology, TBWA\NissanUnited created a 2-minute film, activation and supporting campaign.

We kicked off with a compelling film starring a mountain rescue team swiftly responding to aid a daring skier. In a surprising twist, the film reveals that the rescue team is not racing to save a skier, but to install a speed monitoring sign that encourages those on the slopes ‘SLOW DOWN’. A thought-provoking tagline concludes: "The best way to use a rescue vehicle, is making sure you never need to".

And that’s exactly what we did by installing several speed monitoring signs across one of Europe’s highest ski resorts in a world-first. With an onboard radar system adapted from Nissan’s Intelligent Safety features and a digital screen that displays reactive warning messages, we gave the familiar road sign a brand-new purpose – one that’s already coming to the rescue of thousands of skiers and snowboarders.

Making it all possible are the unique capabilities of the Nissan X-Trail Mountain Rescue, which enabled us to reach strategic sites that experience a lot of speed related accidents. This prototype is based on a modified X-Trail that includes snow tracks, higher ground clearance, a revamped interior with a full-length stretcher, sirens, winches and towing hooks.

Coralie Musy, Nissan VP, emphasizes Nissan's commitment to breaking the mould:

"Over and above the demonstration of the advanced Nissan technology, this campaign has a wider purpose that encourages responsible behaviour among winter sports enthusiasts. It’s a great example of how Nissan continues to defy the ordinary”.


Philippe and Carl, ECD, highlighted the importance of creating engaging narratives and emphasize e-4ORCE’s mastery of the mountain:

“We wanted to connect with people in meaningful ways, so this campaign brings a lot of diverse audiences and interests together in a very natural way”.


In tandem with the film, a ski station billboard takeover across the Alps is promoting Nissan X-Trail e-4ORCE and reinforcing Nissan's dedication to technological innovation and social responsibility – whether it’s on the road or the slopes.

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