Nissan Rogue - Maze Master

For those who didn't love playing Labyrinth in their childhood, please don't continue. For all the others please enjoy the new campaign for the new Nissan Rogue. A crossover for people who really enjoy driving. In the TV commercial a big city is the maze and the Rogue is the steel ball. Nissan spread additional viral movies in the teaser phase of the campaign. Game on.

The first viral spot without a car. Just a hint:


Later they cleared it up whit this one:


And finally at this Microsite with nice Games in Papervision3D: Nissan Rogue Games


The TV commercial also follows up with the story of the Maze Master:


Unfortunately we don't have many of this campaigns in Germany. With some expectations (VW, MINI, SMART, Opel?) German car manufacturers don't like viral movies that much and they don't like integrated campaigns as well. The question is why? Wouldn't it be a positive surprise if our traditional premium brands like Audi, BMW, Mercedes-Benz or even Porsche became more humorous, lively, spontaneous, fleet-footed and integrated?

Viral movies, for example: I mean, look at Renault and their very successful campaigns. OK, Renaut is neither German nor premium. But they are entertaining in their very special way. They are unique. They are french. They speak with one voice through all channels. People remember their brand and products because they have a good time consuming Renault's creative output (Thank you Nordpol!). People like to consume advertising which comes not as advertising but just as added value to their leisure time.

On the other hand there are so many issues with integrated campaigns. Unfortunately it's 3 a.m. ... I'll send a follow up on this. Last but not least, TBWA/Chiat/Day created the ads.