Ad of the Day: Nissan, ‘Value of Zero’

TBWA puts powerful visuals behind a simple idea

Behold the power of a simple idea, perfectly executed. "Value of Zero," a spot by TBWA\Chiat\Day for the all-electric Nissan Leaf, keeps things basic and succeeds precisely because of that. Extrapolating from the basic fact that no emissions are better than any, the commercial takes a visual journey around the world, in pursuit of the number zero and objects and sights that resemble it. Starting with a drawing of zero on a chalkboard, moving through various displays registering the number zero, we then skip around the world in a striking collage of images of the number zero and shapes that resemble it. Glimpses of a manhole cover, playground equipment, bits of machinery, food, industrial pipes, fruit and some eye-popping geographical features are accompanied by a restrained voiceover and understated music. It is these two features that keep the commercial credible, without belaboring the central conceit that Nissan has discovered some new math relating to the number zero. It remains to be seen if the strong association with the number zero will woo customers in the increasingly competitive electric vehicle and hybrid market. But the spot will remain a powerful visual treat.

Full credits after the jump.

CREDITS:

Brand: Nissan Leaf

Agency: TBWA\Chiat\Day, Los Angeles

Chief Creative Officer: Rob Schwartz

Creative Director: Tito Melega

Associate Creative Director: John Figone

Associate Creative Director: Garman Yip

Managing Director: Jon Castle

Account Director: Ben Muldrew

Account Director: Bonnie Schwartz

Account Director: Craig Werwa

Management Supervisor: Patrick Jones

Management Supervisor: Lisa Togami

Management Supervisor: Val Tyll

Account Supervisor: Liz Lefler

Account Supervisor: Desiree Ho

Assistant Account Executive: Peter Estermann

Assistant Account Executive: Kelly Glover

Assistant Account Executive: Colleen Toombs

Product Strategy Director: Joel Weeks

Business Managers: Jill Durand, Stephanie McCall and Robin Rossi

Art Producer: Anna Willman

Executive Director of Integrated Production: Richard O’Neill

Senior Producer: Elizabeth Giersbrook

Production Company – Anonymous Content

Director: Malcom Venville

Executive Producer: Dave Morrison

Line Producer: Jon Benet

Production Supervisor: Alex Fisch

Assistant Production Supervisor: Frederick Shannon

Director of Photography: Tobais Schiliessler

1st AD: Peter Kohn

2nd AD: Michelle Schrauwers

Editorial Company – Lost Planet

Editor: Hank Corwin

Editor: Saar Klein

Assistant Editor: Chris Kursel

Executive Producer: Gary Ward

Producer: Jaclyn Paris

VFX Company – Brewster Parsons

Executive Producer: Darcy Parsons

Flame Artist: Andrew Eksner