Nissan was the star of the half-time show at the NBA Japan Games 2022 – with a mop choreography. The Nissan branded ProPILOT Mop swept the basketball court clean – without bring “driven” by humans. The stunt, created by TBWA\Kahuhodo and presented by Nissan and electronic retail chain, Rakuten, supported Nissan’s motto, With the power of technology, accelerating the enthusiasm, and demonstrated the advanced driver assistance technology, ProPILOT 2.0.
The performance is powered by ProPILOT 2.0 enables hands-free route driving with high-precision map data, as well as consistent drive assistance all the way. The ProPILOT Mop is the latest in a series of concepts by TBWA\Hakuhodo for Nissan Intelligent Mobility technologies. Previous products are the ProPILOT golf ball, Intelligent Parking Chair, the ProPILOT Chair and the ProPILOT Park Ryokan (featuring self-parking slippers).
To make the choreography perfect, the dimensions of the basketball court were integrated into a sensor-based function that enabled precise positional control. The mops then recognised location information of the court and avoided contact with other mops or obstacles, even when a number of mops and dancers performed together.
TBWA\Hakuhod senior creative director, Nobuhiro Arai, stated “The first time I experienced a car journey powered by Nissan’s ProPILOT 2.0 and taking my hands off the wheel, I felt a sense of thrill and excitement I had never felt before. Inspired by this feeling, the focus for the creative output was to recapture the emotion of surprise and delight, Nissan technology elicits – this time on the basketball court.
“At interval, the traditional time the mopping and cleaning begins – gradually, a strangeness occurs in the mopping movement, and finally the mops move around by themself once released from hands, just like magic. From the ordinary to the extraordinary, from humdrum to astonishment. The audience’s amazement convinced me this experience was a major turning point moment, not only in the performance at NBA Japan Games, but a game changing moment in the audience’s mind of what powered by Nissan’s technology really means.”
Credits
Agency: TBWA\Hakuhodo
Chief Creative Officer: Takahiro Hosoda
Senior Creative Director: Nobuhiro Arai
Art Director: Yosuke Sugioka
Copywriter: Ryo Kobayashi
Producer: Yutaka Sato
Strategists: Takanori Akahoshi, Taira Yano, Yuzuki Miyata
Social: Reiko Saito, Takuto Kawamura
PR: Yukinobu Tanida
Event Management: Mineo Mori, Kenji Kurosu
Digital: Shunpei Nakayama
Account Team: Shinsuke Inazumi, Kunio Baden, Toshihiro Sekiya, Ryusuke Taira, Ryotaro Kawaguchi, Riku Kurashita, Rikuto Yoshida
