Video: Nissan LEAF Commercial “100% Electric”

4 years ago by Eric Loveday 26

leaf

100% Electric

Nissan’s latest nationwide LEAF commercial carries with it the headline of “100% Electric.”

Well…duh.  Of course, we all know the LEAF is 100% electric, but is the majority of the nationwide audience aware of that?

We’d reckon yes and Nissan seems to be on our side here, so these words runs with the commercial:

“If the car we’re invented today, it would be the 100 percent electric Nissan LEAF.”

“The question isn’t, why electric? It’s why gas?”

This spot runs with the familiar Nissan tagline of “Innovation That Excites.”

Watch the 30-second spot and then let us know what you think of this “why gas?” approach.

Source: iSpotTV

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26 responses to "Video: Nissan LEAF Commercial “100% Electric”"

  1. David Murray says:

    This isn’t much different from their last commercial. Its not a bad commercial, but it could be better. I do like the fact they don’t get into any of the environmental stuff. And I like that they showed the $199 per month lease price at the end. That is the important thing. People need to realize they can afford the car and that they’ll save a lot of money on gas. I think that is where they need to go in their next commercial. They need to show people how much money they can save on gasoline. Many people are under the assumption that their electric bill will suddenly overcompensate for their lack of a gasoline bill. So people need to be better educated on that.

    1. scott moore says:

      I agree. How about one of those “joe drives an EV, suzy drives a gas car, they drive the same distance, and joe pays $$$”.

      Its the right approach. I get a lot of traction with people by telling them that if they structure it right, they can get a leaf lease for free… (in california its true)

      1. kdawg says:

        Should have showed him chirping the tires (if you can do that in the Leaf). Was it just me, or did they talk really fast in that commercial? Maybe I’m just used to the typical slow-talking car commercials.

  2. offib says:

    Not bad. All I can question is why would Nissan encourage more customers while they are severely struggling to satisfy their LEAF’s unpredicted demand due to manufacturing limitations of its battery because of electrode supply, as I recall. Isn’t too much or unsatisfiable demand a bad thing?

    1. Assaf says:

      Good question. Two possible answers (not mutually exclusive):

      1. They fear another see-saw pattern of rising and falling demand, as happened before.
      2. They are confident that production bottlenecks can be overcome fairly quickly and demand be met in reasonable time. After all, the Smyrna TN plant is supposed to be able to crank out 150k Leafs a year in full capacity, and it’s been operational for many months now.

    2. Spec says:

      I really don’t think they are struggling. There is plenty of inventory out there.

      1. Dave R says:

        There less than a 30 day supply out there. That’s typically considered marginal at best and certainly not “plenty”.

  3. Dan Frederiksen says:

    It’s 100% electric, 200% ugly, 300% overweight and has 500% too many lead acid starter batteries in it.
    It’s also 400% slow and 1000% uninspiring.

    MOD EDIT (some content removed): Please be careful of derogatory remarks

    1. David Murray says:

      Why don’t you just tell us how you feel? Hahah.

      Personally, I have a Leaf and I don’t think it is ugly nor overweight. Why do I care that it has a 12V lead acid battery? I’m pretty sure every plug-in car has one. Definitely not slow. Have you ever driven one? Sure, its no Tesla but it easily keeps up with typical gasoline commuter cars. And after all, that is what the Leaf is, a commuter car.

      1. JoeJoeJoe says:

        And Tesla has a lead acid battery too.

    2. Bernard Hamel says:

      I am also an Nissan Leaf owner and people tell me that is a very nice car !

      There is only one small lead acid battery ! The other one is Lithium.

      The car can go up to 150 km/h maximum speed limit is 100 km/h

    3. GeorgeS says:

      I’m a volt owner….and I don’t think the leaf is ugly.
      Nissan is committed.
      I wish I could say the same for Dan Akerson.

      1. GeorgeS says:

        Oh and I liked the commercial. It wasn’t super dooper. Just OK.

  4. Assaf says:

    I actually think this line of ads is revolutionary.

    As this site’s authors pointed out, Nissan is dissing some 98% of its own lineup, everything except the Leaf. It is a very clear message about where Nissan thinks its future – and the industry’s future – is headed.

    After one collective false start with the global EV hype of 2007-2010, which has turned the mainstream conventional wisdom in a decidedly EV-skeptic direction – this is a rather bold move.

    1. Jay Cole says:

      /this

    2. io says:

      Agreed. Best Leaf commercial so far IMHO. This time, Nissan means business.

      As much as I liked the ‘polar bear’ and ‘gas-powered everything’ ones, it was just way too easy not to take them seriously.

      This one attacks the status quo, head-on. Nissan directly, openly dismisses gas cars (including its own, as you pointed out). Wow.

  5. Bloggin says:

    Now that Tesla and later Nissan let the cat out of the bag about the sale of EV Credits, it’s clear why Nissan is ok with spending millions on tv/print advertising, while losing money on the Leaf in every sale.

    A nationwide ad for all 50 states. Selling just 48 cars per state, per month in the Leaf’s best month, can’t even cover the advertising budget. Let alone support the dealers.

    However, it’s not a bad thing, but just one way to get more EVs on the road, less dependence on oil, and more dollars for the development of better EVs in the nearer future.

    Seriously, more credit should be given to CA, because if it was not for their Zero Emissions Vehicle Credit program, there may not be a Tesla S, Focus Electric, Leaf, Spark EV or Fit EV today.

    1. GeorgeS says:

      I am more and more thinking we need this same kind of credit system applied to electric power generation. The proposed EPA regs of 1000/Mw is unfair to nuclear power generators. There needs to be a linear cost of emitting CO2. With the rules as proposed all utilities will just put in natural gas plants.

  6. EddyKilowatt says:

    But good luck getting your dealer to honor that $199/mo price…

  7. Spec says:

    C’mon Nissan. The Leaf is great . . . but gives another body style. And how about a choice of battery sizes. And an option for CCS.

    1. GeorgeS says:

      Spec,
      I thought you had a Leaf.

      1. kdawg says:

        Yeah, I’m ready for more EV models, from any manufacturer. The more the merrier. Maybe Chrysler will come thru?

      2. Spec says:

        I have the quirky Think City. 🙂

  8. Stuart22 says:

    It’s an excellent ad – quick to the punch.

  9. RedLeafBlueLeaf says:

    The ad works, nice job. It appears to be inexpensively produced yet polished and aimed at web audiences or perhaps a few targeted cable channels, which makes sense.

    In evaluating an ad like this you need to take into account what the goal is for the producer. You have at most 30 seconds of someone’s attention span available, much less if the viewer loses interest quickly. In that time span you won’t convince someone to buy the car or change any minds. What you can do is: 1) For those predisposed to like the car, spark their interest – perhaps get them to research it on-line or drop by a showroom. It’s a success if a new car buyer adds your car to their short list. 2) For those who haven’t really thought about your car and aren’t likely to buy it in the near term create just enough interest so that they might be moved to be interested in it in the future.

    The first thing the ad does is lay the groundwork well. In a few seconds brief images tell you: 1) car ad, 2) hints of cleanliness, environmental, 3) hints of electric, 4) this is an electric car. The second image is key – it grabs the attention of the target audience (others will lose interest, but they aren’t the target) and gets them to listen to the first sentence or two of the pitch.

    The pitch is simple – it has to be in this time span. If cars were invented today they’d be electric. Remember, our target audience are those predisposed to like this message. Their gut response is: “yeah, cool concept”.

    But the best part is that the *real* message to the target audience is implied, not stated. That except for the convenience of just plugging in and driving electric the car is NORMAL, with a normal price. It’s not exotic, a futuristic gadget, it can be your normal car now. If the ad said that explicitly it would make the viewer think that there is some doubt about it – by implying it the message is more apt to stick.

    The reason the ad works is that it fits the current market situation. There are already large numbers of people who like the idea of an electric car – you don’t need to sell them on the environmental or cost benefits as they already want to like it. Years of news and advertising and the success of hybrids has created that large potential market of buyers. What is needed to push some of those folks from being potential buyers to actual buyers is to make them feel that the electric car is realistic, practical, affordable, normal.

    True, once some of these folks start researching the car and find out about home EVSEs and range limitations they’ll opt out of the car. But many will choose to buy – and those who don’t will be potential customers of future EVs as the technology evolves.

  10. Loboc says:

    These ads are showing on local Fox station and also on drive radio. They are spending some largish cash here.

    I think they are very positive compared to their last run of diesel-powered PCs. That was too weird for most people.

    At least they’re not so happy-happy-joy-joy like the Prius commercials. Those are soooo sweet they make you sick. The newer ones about Prius being a non-hybrid-guy car is better. Basically, it’s a regular car, just gets double the mpg.