Humble director Brent Jones and ad agency Zimmerman recently brought back their popular “Ride of Your Life” campaign for the new Nissan Altima.
Taking the “Ride of Your Life” concept to new heights, this two-minute spot employs a documentary-style approach to capture the excitement around Nissan’s glass “Mystery Cube” at a Southern California mall. Jones and the Humble team utilized high-end projection mapping to create slick opaque graphics on all sides of the cube. Suddenly the cube turns clear, revealing the Altima and a race car driver waiting inside. Selected participants are then whisked off to a nearby speedway for a thrilling ride.
Credits
Client Nissan Agency Zimmerman David Hedeman, Steve Rice, VPs/creative directors; Ron Warner, executive producer; Caridad Ravelo, associate creative director; Bianca Brody, creative production planner. Production Humble Brent Jones, director; Eric Berkowitz, president/founder; Persis Koch, VP/exec producer; Ned Brown, Dawn Fanning Moore, exec producers; Greg Bartlett, producer. Postproduction Studio Z.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
