Ah Millennials. People complain about them, but at least they know how to have fun.
The Nissan cube to some people is seen as ugly or too different. But to the younger generation it could be a way to stand out, be different and make a statement. However, they didn't see it that way... yet.
Nissan wanted a fresh campaign to show this generation what the Cube could do for them. It was what they wanted and needed but they couldn't visualize it. The Cube Savant campaign did that for them.
The copy was aggressive, pretentious and maybe even offense. But we knew our audience and we knew they wanted to be apart of the conversation instead of being talked at.