NISSAN QASHQAI - Moon Landing - Nissan | Clapboard Ad Archive

Nissan’s 2019 Qashqai campaign, titled Moon Landing and created by TBWA for the French market, takes a strikingly inventive approach to automotive advertising by invoking one of the most iconic moments in human history to elevate the vehicle’s identity beyond conventional SUV messaging. By anchoring the campaign’s visual and conceptual framework in the cultural resonance of the moon landing, the film draws a direct analogy between the spirit of exploration, technological breakthrough, and human achievement associated with that historic event and the Nissan Qashqai’s promise of innovation and adventurous driving experiences. This alignment positions the Qashqai as a vehicle that not only meets the demands of everyday mobility but also symbolizes a pioneering leap forward in automotive design and capability. TBWA’s use of FORMAT#12—Parody or Borrowed Format, according to Clapboard’s taxonomy—signals a creative strategy that leverages familiar pop culture imagery to craft a narrative that feels both aspirational and accessible, bypassing traditional problem-solution storytelling in favor of a more evocative and imaginative brand statement. The campaign’s film medium allows for a cinematic treatment rich in visual metaphor and emotional appeal, using the moon landing motif to tap into universal themes of discovery, ambition, and the thrill of venturing into uncharted territory. This not only reinforces Nissan’s standing as a leader in automotive innovation but also speaks directly to the modern consumer’s desire for vehicles that embody versatility and forward-thinking design. The campaign earns 60/100 in Clapboard’s global creative archive. This campaign matters because it demonstrates how automotive advertising can harness historic cultural moments through borrowed formats to inspire consumer aspiration while signaling brand innovation in a competitive market.