Nissan Formula E and agency, Dark Horse, have created a cheeky campaign demonstrate to its rivals (and, no doubt, the world) that it’s a force to be reckoned with, coinciding with its first race in Shanghai. Nissan Formula E Team has created its own perfume that tells its competitors to “Smell my Dust”.
The campaign follows driver, Oliver Rowland, securing six podiums this season and driver, Sacha Fenestraz, holding the fastest lap in the history of Formula E. Nissan is feeling confident.
It’s well known that wearing perfume has been scientifically proven to boost confidence and mood. The perfume has a cherry blossom scent, to keep a strong connection between the team and one of Japan’s most ifamous symbols but is also mixed with remnants of tyres, reflective of Nissan’s success on the track so far this season.
The perfume called Smell my Dust is being launched by a spoof perfume ad, showing the humorous side of the team off the track.
The commercial mimics all the perfume ad clichés. Interspersed with action shots of the cars and the team and high-end shots of the perfume, the spoof ad has a whisper voice saying non-sequitur phrases such as “a car faster than the wind” and “a journey in the blink of an eye” mashed together the wistful music and all the arty tropes of classic perfume ads – and the science and tyres of Formula E. There is even a race diver in full helmet putting his finger over his lips – ssssshhhhhh.
Matthieu Rouxel at Nissan Formula E Team, stated, “Nissan is looking to change brand opinion among tomorrow’s car buyers. Specifically those under the age of 35. Nissan Formula E team is the perfect vehicle (no pun intended) to target this audience. And the perfume is the perfect way for us to tell our competitors to smell our dust.”
Paco Lopez, creative director at Dark Horses, added, “Given the team’s success on the track so far this season, our clients were looking for an idea that encapsulates Nissan’s competitiveness, grit and determination within the Formula E Championship. So a perfume, right? Of course. We’ve turned a building into a helmet, and race wear into Kimonos for Nissan – a perfume seemed like the obvious next step.”
Nissan made its all-electric racing debut in Season 5 (2018/19) of the FIA Formula E Championship, becoming the first and only Japanese team to enter the grid.
Credits
Agency: Dark Horses
Senior Account Manager: Jake Mancer
Creative Directors: Paco Lopez & Adam Burns
Senior Strategist: Simon Hanley
Dark Horses Producer: Clara Gienger
Production Company: Concept 80
