2019 Winners & Shortlists

PREDICTIVE RADIO SPOTS

Grand Prix

Demo Film

MP3 Original Language

Client/BrandAWR ARABIAN AUTOMOBILE
Product/ServiceNISSAN X-TRAIL WITH INTELLIGENT FORWARD COLLISION WARNING.
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
Type of EntryUse of Radio & Audio
CategoryUse of Radio / Audio as a Medium
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES
Production SONIDO ANTRO Miami, USA

Write a short summary of what happens in the radio advert.

How does a brand bring their complicated and complex intelligent driving technology to life through a radio spot? It's not an easy task, but that's exactly what Nissan did through some smart thinking and innovative executions. To do this, Nissan drew parallels between their intelligent forward collision warning feature, the ability for the vehicle to predict what’s in front of you and intervene when needed, and the ability of the radio spot to predict the next upcoming advertisement. If Nissan's predictive radio spot was followed by a spa ad, we told you it was coming up. If what was coming up was an as for money transfers, we let you know that, too.

Cultural/Context information for the jury.

Nissan is the leader in automotive technology. Through their Intelligent Mobility technology, they’ve successfully become the leaders in electric vehicles, autonomous vehicles, and vehicles with connected technology. However, most people are unaware of Nissan's leadership position in intelligent vehicle technology, and to make matters worse, getting people to understand these complicated and confusing innovations is a difficult communications task. Nissan needed to make people aware of and understand their intelligent mobility technology in a way that was clear, concise, and intriguing to increase test drives of the Nissan X-Trail.

Provide the full radio advert script in English.

Spot #1 "Visit an Arabian Automobiles Nissan showroom and test drive the Nissan X-Trail 2019 with intelligent forward collision warning let's you know what's ahead, before you do....fried chicken. Finger linking good KFC zinger chicken fillet strips." Spot #2 "Visit an Arabian Automobiles Nissan showroom and test drive the Nissan X-Trail 2019 with intelligent forward collision warning let's you know what's ahead, before you do...money transfers. UAE online exchange money transfers. UAE offers the best exchange rate."

Credits

Name Company Position
Walid Kanaan TBWA\RAAD Chief Creative Officer
Manuel Borde TBWA\RAAD Executive Creative Director
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Oswaldo Sa TBWA\RAAD Art Director ACD
Pedro Velasquez TBWA\RAAD Art Director
Tarik Frank TBWA\RAAD Copywriter
Ghassan Kassabji TBWA\RAAD Managing Director
Richard Rao TBWA\RAAD Account Manager
Rouba Asmar TBWA\RAAD Head of Production
Romy Abdelnour TBWA\RAAD Corporate Communications Director
Hazem Atieh / Ezzat Habra TBWA\RAAD Creative Services Managers
Lucas Duque Sonido Audio Engineer
Garrett Olexiuk TBWA\RAAD Strategic Planner

View Script