Advertisement Review: Nissan LEAF polar bear commercial - Environmental message ad

In advertising we are told that a successful ad draws on the emotions of viewers and connects with them on a personal level. It must understand what its target sympathizes with and use corresponding imagery and, if necessary, proper diction to relay their overall message effectively.

"Polar Bear' is one of the strongest ads I have seen to date. The accounts and creative behind this masterpiece understood that the people buying electric cars were doing it for the environment, since it is definitely not selling on the price, and that, for the most part, these people understood climate change and the damaging effects it was having on the poles. They built this ad around the concept that people cared what was happening and wanted to make a difference. Furthermore, in this day and age, people are looking for a quick turn around and instant gratification; this spot gave them just that.

The breakdown:
The intro to 'Polar Bear' is magnificent. Filled with a montage of beautiful footage and playing to the tune of a delicate melody, it captivates even the most cynical of viewers. Relating back to the target market, the ad brings about images of ice melting, ice caps crashing down into the ocean, and a lone polar bear stranded on an ice sheet miles away from land; the three most recognized images of global warming.

The camera pans out and you still believe the ad to be a clip from a documentary. Different angles of the bear, from afar, up close, and an underwater shot when he begins to swim, add depth to the vastness, distance, and exhaustion the bear must be feeling. As an animal activist your heart strings are tugged and your eyes are glued.

The bear emerges on a sandy beach and begins a remarkable journey. At this point we don't know where he is headed but we know it must be important. He treks through a leafy forest and stops to rest under a city bridge in the rain. You start to believe that he has been pushed out of his home and that humans are to blame; forced to venture into cities in search of food and shelter.

The next day seems a little brighter. He fumbles along a train track looking at his feet and plays curiously with a passing butterfly. He is beautiful. The camera backs up to give a full view of the bear and his gentle nature. If you were not in love before, you are now.

Continuing down a dirty path with a semi passing by you still do not know where he is headed, but you do know he should not be in such a polluted area. He cries.

Sitting on a hill looking over the city; this scene is not familiar to a Polar Bear. What could he possibly be thinking coming to a place like this? Does he understand the dangers? Or does he see beauty in it?

Along a beautifully lit bridge, across an empty street, you become jealous of anyone that had the privileged to look down at the sight (although nobody would have or animal control would have been called - unfortunately for fear of human safety rather then the bears). He stops to drink from a puddle and is startled by a tiny raccoon. How could anybody fear such a gentle beast.

Walking down a residential street, he has reached his destination. A man walks out and begins to open his car door, a nose emerging from behind it. Is he angry? Is he going to hurt him? Is he just passing by? Naturally the man turns in fear and the bear stands on both legs, grunting and speaking.

The bear places his foot-wide paws on each of the mans shoulders and... he hugs the him {cue second jealous moment}. The white, beautiful, soft creature has traveled hundreds of kilometers to thank a man for saving his home, a home that is otherwise so quickly disappearing.

The creatives were careful not to disrupt the beauty of the ad with an ugly sales pitch at the end: a gentle voice streams in summing up the purpose and overall message... and it ends; leaving you grasping at your chest and wiping tears from your face.

To sum it up. I want a Nissan LEAF.

N.B. What do you do to for the planet?

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