Kids Put Formula E Team through Their Paces in Sweet Nissan Ad

Tensions are high, palms are sweaty, adrenaline is rushing, and the team is on edge. Not because it's race day…

but because a group of children are on their way to ensure Nissan Formula E Team is doing its job properly, in the agency’s latest social film for the car manufacturer. 

Tiny cuppas are being made, lines are being rehearsed, but the Department of Futures won’t be fobbed off - they want results, whether it’s more red on the car, cleaner wheels, or an in-depth explanation of how Nissan is planning to achieve its electrification goals. 

The work launches on 11th July on social and digital channels and you can see it here: https://spaces.hightail.com/space/so6EL5cFyW 

Nissan aims to achieve carbon neutrality across its operations and product life cycles by 2050; its mission is to electrify every all-new vehicle offering in key markets by the early 2030s. A recent milestone saw Nissan become the inaugural manufacturer to commit to Formula E GEN4, further solidifying its electrification commitments.

‘The Department of Futures’ film highlights this journey in a fun, cheeky way by involving the next generation in shaping its future endeavours. In previous work, called ‘Nissan EV School’, the Formula E team was the focus, and it was they who immersed and inspired children whilst teaching them all about electric vehicles. 

Now, the kids are in the driving seat, and they’re putting the team through the wringer, grilling Nissan Formula E drivers on their performance, putting Tommaso Volpe, the team principal and managing director, through an intense meeting, asking for a celebration dance if Nissan wins, proffering tips, and treating them to an impromptu yoga session to soothe their nerves.

From turning the City Hall building into a giant helmet, supplying ear plugs to residents who live near the Mexican E-Prix to turning vintage race suits into new clothing lines, ‘The Department of Futures’ is the next in a string of non-traditional creative executions by Dark Horse for Nissan. [insert links]

Formula E serves as a gateway for EV technology, informing Nissan's future EV offerings. This campaign not only underscores Nissan’s dedication to electrification but also highlights the personality and commitment of its drivers. 

Matthieu Rouxel at Nissan Formula E Team, said, “We have so much to learn from the younger generations, and now is time for them to tell us what really matters for their future. Alongside the charm and humour of the Department of Futures, there’s a serious message about Nissan’s commitment to electrification. By placing children at the heart of the campaign, we wish to demonstrate to younger generations that Nissan understands the need to accelerate change.”

Steve Howell at Dark Horses, said, “All the advancements in automotive technology is essentially to the benefit of the next generation who will only ever really know vehicles being electric. So it felt fitting to have this generation of kids put the Nissan team through the wringer and see whether they’re committed as they say they are to the future of electric vehicles.”