TV ads in the cross-fire of cultures
An historical French manufacturer, Citroen (a genius of branding & design), sell its car using every German stereotypes available (beside the ones that really hurt) to British consumers. Few weeks later, Nissan uses another country, Saudi Arabia to affirm its claim of significant fuel efficiency of their vehicles... but unfortunately, take Israel as the test drive nation to introduce the claim. Nissan is now facing a boycott from the Arabic nations on the claim their ad is racist.
The Citroen ad made me laugh out loud... but I am an easy public. The world of advertising is obliged to use loud and well known stereotypes to get our attention... so obviously we can not expect any kind of finesse in the representation of Germany. But it is interesting to see how much the brand myth of German car maker continue to perpetuate itself. French car brands have never been able to convince Anglo-Saxon we could make "utilitarian" vehicles and not just fancy (feminine) innovative design (thank fashion land & Concord for that one). This is a very smart way to turn the "build to last" German image on its head an re-appropriate the entire idea. Now... what a British subject think about this ad? Yes you are right froggies, German cars are overrated... I am buying a Jag... Oh wait... Jaguar is now Indian and I can not afford a Rolls... ok maybe I try the French/German car... probably... but again... I am French.
About Nissan... who got the dum idea to start a campaign on fuel efficiency in Israel with Saudis as touch stone? This ad did not make me laugh much and I do not read Hebrew or understand Arabic... but the situation is clear enough to understand the point that if you want to screw Saudi Arabian business, just buy a Nissan. Nissan should have started by running this campaign in the US, before to broadcast it in holy land. At least, they would not have been immediately labeled racist. But... again we know what value is given to "sense of humor" in the entire region. In Europe, this ad could backfire considering the % of population identifying themselves with the kingdom and would want to buy a fuel efficient car.
The Citroen ad is humorous and play smartly with heavy stereotypes for the appropriate target audience. Beyond the good laugh, I am not convinced the ad achieve to make you feel good in buying this kind of car. Does it flatter the British identity? It certainly does it for the French.
Nissan plays with values in a region where emotions flies already very high. Yes, Israeli would definitely respond well, yes American would buy the car, just for the statement... but Europeans & the Middle East?
It will be interesting to follow the PR damage control Nissan will try to pull out. It could be a positive for them if they play their cards well. The brand is now, out of dullness for the first time in its history... that's a positive.
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