It might not be the most award-worthy campaign, but Nissan’s new outdoor board, strategically placed right outside the Jacob K. Javits Convention Center during the 2011 New York Auto Show (April 22 to May 1 for the public), is guaranteed to grab attention. Whether it’s the good kind of attention or just confused stares is another matter.
The aim? To boost awareness for Nissan’s all-electric Leaf family car. The method? A billboard that’s equal parts clever and head-scratching.
Dubbed the “Smokeboard,” this double-sided piece of advertising genius was created by TBWA / Chiat /Day, the American division of TBWA Worldwide.. On one side of the board, there’s an actual working tailpipe spewing “environmentally friendly” fumes into the air. Yep, you read that right—smoke to promote a zero-emissions car. It’s almost poetic. The headline reads, “The auto show has over 1,000 of these,” because apparently, nothing says “go green” like pumping faux exhaust into the atmosphere.
The other side is where the real message hits home—at least as much as it can after the tailpipe stunt. Here, the ad shows a shiny, clean Nissan Leaf with the caption, “But only one 100% electric, zero-tailpipe Nissan Leaf.” Subtle, right? The visual contrast is striking, even if the execution feels a bit like being hit over the head with a green marketing hammer. But hey, sometimes a little bluntness goes a long way in today’s saturated advertising world.
For those wondering, the environmental impact of this billboard is reportedly minimal, but the messaging? Well, that’s up for debate. While it’s certainly attention-grabbing, you can’t help but question whether the smoke gimmick might leave people scratching their heads more than pondering the benefits of electric cars. Still, in a sea of bland ads, this one stands out—whether for better or worse.
Check out the ad in action in the clip after the jump and see if it gets you thinking—or just confused.