Nissan 'knew nothing' about offensive TV ad

TV TRAUMA: Nissan says it knew nothing about the Tiida ad that has sparked anger across the Gulf region. (Getty Images)

Nissan Motor Company said on Saturday it had no prior knowledge of a TV commercial that has sparked widespread anger in the Gulf region.

A statement from the car giant's Middle East division to Arabian Business added that Nissan chiefs had not approved the TV advert and had taken action to ensure it never runs on the television again.

Their comments came two days after there were calls for the Arab world to boycott the Japanese car manufacturer following the TV debut of a new advert for the Nissan Tiida.

It caused uproar among the Arab and Muslim population in the Gulf after it showed a group of Arab oil barons screaming and attacking the vehicle.

The advertisement, which has been airing in Israel, depicts wealthy Arab oil barons cursing and hitting the Tiida, angered at the car being so fuel efficient.

One of the men pounds his fists on the car just to be held back by his companions as he screams at the vehicle “You destroyed my home! May God destroy your home! Hawks should peck at you day and night”.

The commercial ends with a voice over saying: “It’s clear the oil companies won’t like you.”

Many Arabs perceive that the company made a huge mistake running the ad and should therefore come forward with an apology if it cared to keep its interests in the region.

But on Saturday, a spokesman for Nissan Middle East said: "A campaign for the Nissan Tiida was recently developed by Pacific Auto Distributors, an independent distributor of Nissan products in Israel.

"The campaign – which was intended to demonstrate the fuel economy benefits of the Nissan Tiida – was developed under the sole creative and editorial control of Pacific Auto Distributors.

"Nissan Motor Company had no prior knowledge of the contents or creative direction of this campaign, nor had any role in the approval of the final execution.

"This campaign does not reflect the global direction of Nissan in terms of product or brand creative execution. Nissan Motor Company has requested Pacific Auto Distributors to cease immediately any further use of this campaign and commit that no further campaigns will be developed using the same creative direction."

New Nissan advert sparks Gulf furore
'Humorous' ad for new fuel-efficient car leads to warning of boycott in Gulf countries, Saudi official says.

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Gimme mea break already....
Posted by annlar, NYC, USA on Tuesday 12 August 2008 at 21:32 UAE time

Indeed, how pathetic is that. If only the whole Arab community were so sensitive to their own, and issues of other religions and cultures. Besides, is the commercial not speaking the truth? Aren't / won't Arabs be very angry over the possible loss of oil fortunes. Is that a lie? Funny thing is, when they Arabians of any country 'insult' other religions/cultures nothing is said, but say something that Arabs do not like and it results in outrage. Grow up Arabs, if you want to play with the big boys. And I mean that in the nicest way possible.

Get over yourselves
Posted by Not Relevant on Monday 11 August 2008 at 12:41 UAE time

How can a simple ad incite such a pathetic over reaction by educated people? It is, after all, an advert not a religious sermon......so get over yourselves and stop reading into things so much.

White lie!
Posted by MS, Dubai, UAE on Monday 11 August 2008 at 09:36 UAE time


I'm sorry but I fail to believe that this ad did not get Nissan's seal of approval before it went live. I work in advertising and any person who does, knows the ABCs of ads and approvals. NOTHING goes on air or published unless and until the client approves it (whether it's the art director or the creative head etc). The client pays for the agency's work- and you would think that Nissan "knew nothing about this ad". YEA RIGHT! That's like saying the president of the USA parked his car in a war zone without knowing there was a war in progress.

P.S. VW had a similar ad with Arabs (it was more offensive) and that ad was banned. It never went on air. This should tell Nissan something about approving storyboards/ layouts.

ExxonMobil Executives
Posted by T Crowe Semler, Santa Fe NM, USA on Sunday 10 August 2008 at 19:03 UAE time

I would really like to see this ad. We must learn to laugh at ourselves. However, mass media's stereotyping of Arab men as angry and violent is unacceptable. The message perpetuates the negative social constructs of the Arab Culture.
The ironic reality is the characters in the add beating and cursing the car, maybe should have been ExxonMobil Executives
Peace, Love, and Respect.

Nissan B Aware !!
Posted by Russel on Sunday 10 August 2008 at 16:39 UAE time


Try making an ad depicting Jews in such poor light and run it in the West ...

Nissan 'knew nothing' about offensive TV ad
Posted by Bikash Mallick, Dubai, U.A.E on Sunday 10 August 2008 at 16:16 UAE time

The truth is that the corporate auto maker will get media coverage more than what they have spend for the ad and the brand will be popular what they wanted to convey to customer in more explained way and then they ultimately apologise to public and withdraw the ad from display. Is it not the clever & smarter way to advertise your product?

Lost in Translation
Posted by Rainigade, Dubai, UAE on Sunday 10 August 2008 at 16:11 UAE time


Everyone is much too serious and sensitive, I fear. There are far more serious things in this world to get riled about.

I'm sooo offended
Posted by BuckeyeDubai, Dubai, U.A.E. on Sunday 10 August 2008 at 15:41 UAE time


Hundreds of ads worldwide are produced and paid for by brand franchisees every year independent of the corporate automakers. They don't need approval to run advertisements in their local markets. So when Nissan says they had no prior knowledge, I believe them. The ironic and FUNNY thing about this whole dust-up is that the CEO and head honcho at Nissan, Carlos Ghosn, is an arab!!!!

Nissan should revise
Posted by Y.M.A, Tripoli, Libya on Sunday 10 August 2008 at 15:27 UAE time

This is not fair, I am not Arab, NISSAN has a big market in Arab world. I do not understand how they accept such advert before screening, I believe that marketing should be revised by headquarters b4 publishing.

Nissan Comments on Advertisement
Posted by Valerie Houghton, Abu Dhabi, UAE on Sunday 10 August 2008 at 13:38 UAE time


What a great response from Nissan! Not taking responsibility for a car ad from a company that they hired to do just that! Are we to then surmise that they are unaware of other contractors performing work on their cars even though they pay for the services?
This type of corporate response reminds me of how a small child being caught in an act of misbehaviour will deny that it participated in the act...how pathetic.

Be Culturally Sensitive!
Posted by CulturallySensitive on Sunday 10 August 2008 at 13:24 UAE time


Well, the ad makers should first study the culture of the Arabs b4 airing such an ad. Just because such an ad would be acceptable in the West does not mean it will be taken in the same context in the Arab world. I dont understand why "Westerners" expect others to think the same way as they do. Though I am not an Arab, I have stayed with Arabs long enough to know they would take offence to such an ad.

Further, knowing the difficult relataion between Arabs and Israelis, such an ad being made by an Israeli company adds insult to injury than if it were to be made by someone else.

Lighten Up
Posted by Muhammad, Manama, Bahrain on Sunday 10 August 2008 at 12:34 UAE time

Rainigade: Self-deprecating humour that you claim is common in west, i am yet to see here.

Your comment on my health indicates you have taken it seriously, i wonder where's your self claiming humour now......

take care....best regards

Cultural sensitivity has priority over Western style humour
Posted by Ceejay Haymen, Dubai, UAE on Sunday 10 August 2008 at 11:58 UAE time

With a fuel efficient product there are many other innovative ways to promote with sensation rather than to be inappropriate. It is also insulting to not take corporate responsibility for consequences.

Not a joke
Posted by Nafees Ahamed, Abu Dhabi, UAE on Sunday 10 August 2008 at 11:25 UAE time

The matter in concern is not a job. Even though Nissan's distributor did this, finally it is "NISSAN"'s brand name matters. Whoever published this should first learn about the cultural issues in marketing and their accountabiliby towards the brand name "NISSAN". I belive NISSAN corporate headquaters should consider matters like these when establishing business relationship with their distributors. YOu cann't open a butchery shop amongst vegetarian. This is not an ARAB-ISRAEL matter, rather related to business/international business.

Lighten Up
Posted by Rainigade, Dubai, UAE on Sunday 10 August 2008 at 11:24 UAE time


Muhammad - self-deprecating humour is extremely common in the West and I would even go as far as saying very much part of the culture. Laughing at one's self is the done thing.

Obviously this is a new concept here but I am glad that with comedians such as the Axis of Evil guys and Showtime Malaooba - Arabs are beginning to learn to do that too.

Not taking yourself too seriously is good for your health! Honest!

Offensive
Posted by Khaldoun K Michael on Sunday 10 August 2008 at 11:18 UAE time

It is not fair to generlise like this I do not believe that Arabs will take offence on something that is so true . really the idea is so funny

RE: OFFENCSIVE
Posted by Muhammad, Manama, Bahrain on Sunday 10 August 2008 at 10:34 UAE time

First make humour on self, cos its easier to make it on others.

"Offensive" Nissan Ad
Posted by I. Wilson, Jeddah, KSA on Sunday 10 August 2008 at 07:24 UAE time


Arabs really need to get a sense of humour about themselves! So often they are in a rage over some minor issue. Get a life. Get some humour.

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