Nissan: “The Cloud Catcher” - 90s
Two men save their village from drought in this intriguing ad for Nissan. The narrative is captivating from the start, as the pair fashion a cloud-catching device and drive to a nearby mountain. Facing treacherous conditions and the threat of failure, they head into the cloud to deploy their machine and hope they can outrun the lightning that follows...
It's a bold choice to play the outlandish concept straight - cloud-catching with a MacGyvered parachute could easily be comic - but taking a dramatic approach here pays off. Director Rodrigo Saavedra gets pulses racing with urgent visuals, paired with a soundtrack which makes the men's quest feel all the more vital.
This exciting film wraps up with the tagline 'more than just strength' - placing the focus on innovation and invention rather than the brute pulling power of the car. A unique creative handled with a deft touch - we'd happily watch more of this.
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