Nissan: No More Nice Car
We were approached by Dermot Malone of Banjoman Films to write a treatment for a Nissan advertisement he was pitching on to direct. He had received the script for ‘No More Nice Car’ - which dealt with bullying, sibling relationships, automobiles among other things and he felt he could bring to this a unique voice that another director would not be able to. The piece was to be a more personal tale than most car campaigns, with very little VFX and a very heartfelt tone. Dermot felt The Silent Treatment was the most expedient way to make sure his treatment was the best in could possibly be in pitching for this job.
As with all our jobs, we had Dermot send us any literature that the advertising agency had sent him. We read up and then we met Dermot for a quick coffee to discuss the pitch. With the Dictaphone on the table, we had him tell us in his own words what the piece was about. We discussed various other things, such as what music he was intending to use, if there were any references that might help us, what inspired him about the piece – and most importantly, why he was the best person for the job and what the piece meant to him. While recording the conversation, our writers also take their own notes and write down what pops for them, this is integral. The writer than combines his notes with the recorded interview and assimilates the two to write a treatment that is confidently in the directors voice. Having written and refined the first draft, we then email that off to the director for notes. Having received that we made the necessary changes and sent it back for approval. Once we got the approval, it was sent to our storyboard artist to create some bespoke images for the treatment to best reflect Dermot’s story and design ideas. Once we got the illustrations back we sent it all on to our graphic designer, with a list of reference images to include in the piece, to best give the agency a visual clue of what the piece will look like. The designer then makes the treatment look unique, stylish and original. Having received the designed treatment, we then forwarded this to Dermot for approval. In this case, no changes needed to be made and the client was delighted with what we presented him with.
Dermot pitched on the ad and despite heated competition, he was successful and directed the campaign for Nissan. NO MORE NICE CAR extraordinary piece – unlike any campaign you normally see on television. It had a huge viral response online and was the subject of huge praise and debate. It played cinemas all over the country, had a massive billboard campaign and plays regularly on television.