TV: NISSAN NAVARA

THE PROPOSAL

The audience for this vehicle are 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 girl holds a position of power and can be demanding what he wishes. The commercial is set in such a scenario and given a a very Arab soap-opera feel.

Such an ad had never been aired in Saudi Arabia (because it also has sexual undertones in the suitors responses when referring to engine size etc). The commercial has caused come interesting feedback in the market and has been talked about on the radio and blogs across the region.