The target audience for the Nissan Navara are mainly men in Saudi Arabia, where the pickup truck is a thing of pride. Combining the insight of pride with a very typical scenario in Saudi Arabia, the family proposal of marriage, we came up with the 'engagement' spot.
Arranged marriage is very common in Saudi Arabia. Discussions and decisions happen strictly among the elder men of the family (including blind uncles). The father of the bride holds a position of power and can be quit demanding.
Such an ad had never been aired in Saudi Arabia (due to the sexual undertone in the suitor's responses when referring to engine size, etc). The commercial generated some interesting feedback in the market and discussed on radio shows and blogs across the region.
2nd phase - Racer
The following commercials were developed to push the features and usability of the car through out the year.
Strategy + Ideation