Nissan created a unique self-healing paint that aims to make cars absolutely unscratchable.
To convey how cool the technology is, the car company joined up with TBWA/G1 Paris, OMD Europe, and Dan Paris, to make a surprising iPad ad that teaches unsuspecting consumers how cool and unexpected the feature is.
Users came across a seemingly innocuous ad for the Nissan 370Z when flipping through iPad magazines. But just a turn of the page proves that the ad is anything but one-dimensional.
When consumers swipe across their screen, the displayed car gets scratched in that very spot along with a sound effect that’s reminiscent of nails on a chalk board.
The relief comes when the paint heals itself. The damage is undone and all is well with the world.
The ad is reminiscent of a Cannes Mobile Lion winning iPad magazine ad from insurance company Bradesco and Almap BBDO. That ad starts with a car sitting in the middle of the iPad screen, but the car follows readers’ swiping fingers until the it crashes into the side of the tablet.
The text: “Unexpected events happen without warning. Make a Bradesco car insurance plan.” Nissan also recently released self-healing iPhone cases to promote the paint.