The Leaf EV is “more fun than ever” http://www.plugincars.com/nissan-launches-nationwide-facts-leaf-ad-126737.html [video] Nissan Launches LEAF TV Ad with High-Tech Sex Appeal By Eric Loveday Mar 21 2013
[video http://www.ispot.tv/ad/7Izw/2013-nissan-leaf-facts The Nissan Leaf is now better than ever with more visibility, faster charge. It's an easier choice than ever. ] What messages are going to sell electric cars to mainstream American car buyers? In the past, EV-makers have relied on eco-friendly images of polar bears or cars driving past gas stations. Now, Nissan's latest advertising campaign for its all-electric LEAF hits a set of new talking points: fun, mobile apps and a “Made in America” claim. You can almost see the ad agency white-boarding the laundry list of key messages, and figuring out how to squeeze them into a format called “Facts.” And the blue-glow of night-time driving and a sexy couple with wind-blown hair at the beach imbue a sense of, uh, sexiness? The ad leads with its first fact that the LEAF is “more fun than ever.” It backs up this claim by emphasizing the availability of an “aroundview monitor” system, and a mobile app allows drivers to charge, cool and heat the car from a distance. The ad also mentions that the car “charges faster,” of course not mentioning that 6.6-kW charger available in 2013 LEAFs means that only now will the car charge at the same rate as EV competition (after LEAF owners have endured the slow rates of a 3.3-kW charger for the past two years). The faster charging claim might be a non-starter for many viewers, who don't even know what the LEAF is. Given the current low level of familiarity among the general public, it's unlikely that the uninitiated didn't buy a LEAF because it had a 3.3-kW rather than a 6.6-kW charger. That's not the only incongruity in the ad. As Green Car Reports mentioned, EV advocates like Chelsea Sexton see a disconnect between the "fun" message, which appears in the the first five seconds of the 30-second spot, and the accompanying visual of parallel parking. "Really? Parallel parking defines what's fun about the LEAF electric car?," asks John Voelcker from Green Car Reports. The jumble of words and images, often fighting against one another to create confusion, continues when the narrator adds that LEAF is “built in America,” as the post tax incentive price of $21,300 flashes on the screen. The nationwide ad campaign hit the airwaves in the beginning of March. [© 2013 PluginCars.com ] http://www.greencarreports.com/news/1082900_2013-nissan-leaf-tv-ad-selling-electric-car-fun-finally 2013 Nissan Leaf TV Ad: Selling Electric-Car Fun, Finally! Mar 14, 2013 – The 2013 Nissan Leaf electric car has some lofty sales goals associated with it-- ... For all EVLN posts use: http://electric-vehicle-discussion-list.413529.n4.nabble.com/template/NamlServlet.jtp?macro=search_page&node=413529&query=evln&sort=date Here are today's archive-only EV posts: EVLN: Drivers Willing to Pay More pkWh @work, EVSE Congestion EVLN: Free-car2go-EV-hour with a room @San Diego's Pearl Hotel EVLN: World Premier OF Saab's First Electric Vehicle EVLN: Tata sees market for small electric delivery vans in U.S. EVLN: BBC's 4.5k Think EV trip w/o Top-Gear-shenanigans = successful + EVLN: VW e-up!, announced their 1st production EV r:150km ts:135kph {brucedp.150m.com} -- View this message in context: http://electric-vehicle-discussion-list.413529.n4.nabble.com/EVLN-2013-Nissan-Leaf-TV-Ad-Selling-Electric-Car-Fun-Finally-video-tp4661980.html Sent from the Electric Vehicle Discussion List mailing list archive at Nabble.com. _______________________________________________ UNSUBSCRIBE: http://www.evdl.org/help/index.html#usub http://lists.evdl.org/listinfo.cgi/ev-evdl.org For EV drag racing discussion, please use NEDRA (http://groups.yahoo.com/group/NEDRA)
