Hug Your Inner Polar Bear

Some of the best advertising has nothing to do with the product it is selling. Instead, it captures the kind of person who should buy it.

In this new ad, Nissan tells us that buyers of its new electric-powered Leaf would hug a polar bear.

Total time on screen for the vehicle: Maybe five seconds. (Even then, only partially.)

And never once do you see an electric plug or hear an overwrought pitch about “revolutionizing the automobile industry.”

Nissan speaks to how certain consumers want to feel. Not to what the company wants them to buy. Now that’s the essence great marketing in only 60 seconds. Congrats to Nissan for turning a new Leaf.