Just this morning, one of our customers (thanks, Brian!) brought an ad from Nissan to our attention by way of a post on the J&P Cycles Facebook page. Promoting its new Nissan Juke, the video/commercial is titled “Trophy,” and if you haven’t seen it yet, go ahead and watch it and then we’ll talk:
Seen enough? At this point you should be upset – and understandably so. We certainly are. The No. 1 concern we consistently hear from our motorcycle riding fan base is S-A-F-E-T-Y. As a new motorcycle rider myself, I’m concerned about safety on the road. That and trying to persuade my non-motorcycle riding wife that biking is a safe hobby when practiced with the proper precautions. In fact, motorcycle insurance companies are always creating pages and programs aimed squarely at keeping motorcyclists safe.
As the marketing director here at J&P Cycles, I get marketing. But this ad misses the point on so many levels. For starters, it is incredibly insensitive to the real concerns of motorcyclists everywhere. Even the title — “Trophy” — is crass. As if running down a motorcyclist is a game in which you win?
Nissan says, “In a city full of predators, prey is never hard to find — especially when the prey is the predators themselves.” The ad portrays a trio of motorcyclists as dangerous villains — predators in sore need of a good bitch slapping. As motorcyclists on the road, how often have you felt like the predator? Not often. In reality, it’s the motorcyclist who is constantly on the lookout for four-wheelers who aren’t paying attention to their driving. This causes situations that prompt us to react quickly in order to avoid the perils that go along with riding without walls.
Ultimately, this ad campaign from Nissan is a slap in the face to all motorcycle riders — not to mention just being in poor taste. And apparently, the public at large has joined us in calling Nissan out. Just read some of the comments submitted below the Nissan video as it appears on AdsOfTheWorld.com.
Once there, you’ll find that Nissan’s commercial has been rated 4.3 out of 10. We think it actually rates much lower than that and more important, it should be pulled from circulation. We posted our objection and outrage to our Facebook page and received more than 250 comments in just a few hours.
What do you think about the commercial? Are we being too sensitive or are you as pissed as we are? Let us know in the Comments area below.