The spot for Nissan's Micra model breaks across Europe this month and was created by the Omnicom-owned agency TBWA\G1 in Paris. It is based on the idea that the Micra needs a language of its own to describe itself, and features a giant pair of blue lips saying words such as "spafe" (spontaneous and safe) and "aggrendly" (aggressive and friendly).
As the words are spoken, the Micra is shown driving through an atmospheric city as fireworks explode.
The director of photography on the ad was Jean-Yves Escoffier, who has worked on the films 'Good Will Hunting' and 'Les Amants du Pont-Neuf'.
Chris Garbutt, creative director at TBWA\G1 Europe, said: "Lynch and Escoffier used a wide range of machinery and equipment to get the desired effect -- from a helicopter, to another car, even a parachute to reflect light from the helicopter to the Micra. All this while fireworks were detonating under the Micra's wheels. They also shot a lot of elements in different areas, which have been blended together in 3D during post production. This commercial is like the new Micra car: a mixing of such different elements."
Lynch is best known for directing the television series 'Twin Peaks', as well as for his surreal vision in films such as 'Wild at Heart' and 'Eraserhead'. However, he is no stranger to the commercial world, having worked with TBWA\London on the television campaign for PlayStation2.
According to Lynch: "I like the Micra, particularly the headlamps. They are like jewels. And I like the concept of 'Do you speak Micra?'. I like modern and retro put together to make modtro -- that's a very good concept."
The campaign also covers outdoor, radio and the internet.
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