Courtesy of Nissan
4 Min ReadBusiness 11 March 2020
Brie Larson's newest ad campaign with Nissan is a fast-paced, empowering journey through downtown LA, with the major theme being that women should stop settling for less in their careers (and their cars).
Brie Larson And Nissan Are A Match Made In Heaven
The basic premise of this commercial is that a woman's boss nonchalantly dismisses her hopes of a promotion (#relatable) when Brie Larson drives up in her shiny, new Nissan Sentra and tells the woman to get in.
Basically, Brie Larson wearing a leather jacket in a Nissan Sentra is the new knight in shining armor riding in on a gallant steed.
On their drive around Los Angeles, Larson gives the woman a pep talk about refusing to compromise. This premise may not feel familiar to some people, but I and plenty of other women can confirm that this is something that women everywhere deal with every single day. According to McKinsey & Company's recent report entitled "Women In The Workplace 2019," "For every 100 men promoted and hired to manager, only 72 women are promoted and hired. [...] Not surprisingly, men end up holding 62 percent of manager-level positions, while women hold just 38 percent." So, yes, this does happen... pretty damn often.
In the end, Larson drops off her newfound friend who walks away determined to get the recognition she's been missing. Lesson being...
Don't compromise for less than you deserve.
We spoke to Allyson Witherspoon, Vice President of Marketing Communications and Media, Nissan North America about the inspiration and meaning behind this absolutely awesome commercial.
1. What was the vision for the creative concept?
The all-new Nissan Sentra is coming to market during International Women's Month. This timing is perfect to deliver an inspirational message to women around the country. The "Refuse to Compromise" message is particularly powerful because it applies to everyone. No matter your gender, age, ethnicity, financial situation, you should never let situations hold you back in life. Nissan didn't compromise with the all-new Sentra and with this campaign, we are communicating what makes the car stand out — impressive design, handling, performance, and more standard safety technology than any other car in its class. I hope we're inspiring customers to be bold and brave, just like our newest sedan.
2. Why was Brie the right choice for this concept?
Our goal with the "Refuse to Compromise" campaign is to deliver an inspiring way to introduce the all-new Nissan Sentra. Brie Larson has reached fantastic success in a male-dominated industry thanks to her unwavering spirit. She perfectly embodies the spirit of the campaign. Brie has also brought a unique point of view to the creative during the production process, advocating for diversity and inclusivity.
3. How was it to work with Brie Larson? We loved the behind the scenes conversation between you two!
Brie Larson is an absolute joy to work with. We had a phone call to discuss the concept into early stages and she was immediately drawn into the concept and what we're trying to achieve as the Nissan brand and for the all-new Sentra. She brought a unique perspective to the production process and ensuring we had a diverse and inclusive crew. My favorite part was seeing her first reaction to Sentra on set — she loved the car!
More Ads Should Lean Into Diverse Messaging
Basically, this commercial is all about team-ups and sisterhood, and it seems like the collaborative process of making it was just the same! The commercial went live on Youtube this past Friday. Despite its honorable intentions, it did generate some small yet vitriolic backlash from tweets crying "angry feminist" to people comparing it to the (in)famous Gilette ad exploring toxic masculinity.
Although some backlash is inevitable when you're taking a social or political stance anywhere, companies like Nissan and Gilette that are unafraid of asserting a positive opinion into their ad space are doing important work. And it's better for them too! Studies have shown that companies with diverse ads are more likely to experience gains in revenue and brand perception. And who doesn't want that?
From this new campaign to other affirming messages like Always' "Like A Girl" ad, more companies are using their marketing budgets to not just show off their products but to exemplify a positive message of change and support for the world. You may not realize how deeply intertwined advertisements and culture are, but seeing these types of messages is just one more step to changing our society for the better. No, an ad isn't going to change the law or maybe even change a mind, but it is one more whisper in the back of someone's head that maybe things could and should be different. Plus, it doesn't hurt the bottom line, either!
From Your Site Articles
- Am I Headed In The Right Direction? - Swaay ›
- 6 Brands Championing Diversity and Inclusion Through Company ... ›
- How This Environmentalist Is Changing Advertising: It All Started ... ›
Related Articles Around the Web
3 Min Read
With a lack of certainty surrounding the future, being and feeling healthy may help bring the security that you need during these unpredictable times.
When it comes to your health, there is a direct relationship between nutrition and physical activity that play an enormous part in physical, mental, and social well-being. As COVID-19 continues to impact almost every aspect of our lives, the uncertainty of the future may seem looming. Sometimes improvisation is necessary, and understanding how to stay healthy and fit can significantly help you manage your well-being during these times.
Tip 1: Communicate with your current wellness providers and set a plan
Gyms, group fitness studios, trainers, and professionals can help you to lay out a plan that will either keep you on track through all of the changes and restrictions or help you to get back on the ball so that all of your health objectives are met.
Most facilities and providers are setting plans to provide for their clients and customers to accommodate the unpredictable future. The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C. An enormous amount is on the table for this coming fall and winter; if your gym closes again, what is your plan? If outdoor exercising is not an option due to the weather, what is your plan? Leaving things to chance will significantly increase your chances of falling off of your regimen and will make consistency a big problem.
The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C.
Tip 2: Stay active for both mental and physical health benefits
The rise of stress and anxiety as a result of the uncertainty around COVID-19 has affected everyone in some way. Staying active by exercising helps alleviate stress by releasing chemicals like serotonin and endorphins in your brain. In turn, these released chemicals can help improve your mood and even reduce risk of depression and cognitive decline. Additionally, physical activity can help boost your immune system and provide long term health benefits.
With the new work-from-home norm, it can be easy to bypass how much time you are spending sedentary. Be aware of your sitting time and balance it with activity. Struggling to find ways to stay active? Start simple with activities like going for a walk outside, doing a few reps in exchange for extra Netflix time, or even setting an alarm to move during your workday.
Tip 3: Start slow and strong
If you, like many others during the pandemic shift, have taken some time off of your normal fitness routine, don't push yourself to dive in head first, as this may lead to burnout, injury, and soreness. Plan to start at 50 percent of the volume and intensity of prior workouts when you return to the gym. Inactivity eats away at muscle mass, so rather than focusing on cardio, head to the weights or resistance bands and work on rebuilding your strength.
Be aware of your sitting time and balance it with activity.
Tip 4: If your gym is open, prepare to sanitize
In a study published earlier this year, researchers found drug-resistant bacteria, the flu virus, and other pathogens on about 25 percent of the surfaces they tested in multiple athletic training facilities. Even with heightened gym cleaning procedures in place for many facilities, if you are returning to the gym, ensuring that you disinfect any surfaces before and after using them is key.
When spraying disinfectant, wait a few minutes to kill the germs before wiping down the equipment. Also, don't forget to wash your hands frequently. In an enclosed space where many people are breathing heavier than usual, this can allow for a possible increase in virus droplets, so make sure to wear a mask and practice social distancing. Staying in the know and preparing for new gym policies will make it easy to return to these types of facilities as protocols and mutual respect can be agreed upon.
Tip 5: Have a good routine that extends outside of just your fitness
From work to working out, many routines have faltered during the COVID pandemic. If getting back into the routine seems daunting, investing in a new exercise machine, trainer, or small gadget can help to motivate you. Whether it's a larger investment such as a Peloton, a smaller device such as a Fitbit, or simply a great trainer, something new and fresh is always a great stimulus and motivator.
Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine.
Just because you are working from home with a computer available 24/7 doesn't mean you have to sacrifice your entire day to work. Setting work hours, just as you would in the office, can help you to stay focused and productive.
A good night's sleep is also integral to obtaining and maintaining a healthy and effective routine. Adults need seven or more hours of sleep per night for their best health and wellbeing, so prioritizing your sleep schedule can drastically improve your day and is an important factor to staying healthy. Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine. This can help the rest of your day feel normal while the uncertainty of working from home continues.
Tip 6: Focus on food and nutrition
In addition to having a well-rounded daily routine, eating at scheduled times throughout the day can help decrease poor food choices and unhealthy cravings. Understanding the nutrients that your body needs to stay healthy can help you stay more alert, but they do vary from person to person. If you are unsure of your suggested nutritional intake, check out a nutrition calculator.
If you are someone that prefers smaller meals and more snacks throughout the day, make sure you have plenty of healthy options, like fruits, vegetables and lean proteins available (an apple a day keeps the hospital away). While you may spend most of your time from home, meal prepping and planning can make your day flow easier without having to take a break to make an entire meal in the middle of your work day. Most importantly, stay hydrated by drinking plenty of water.
Tip 7: Don't forget about your mental health
While focusing on daily habits and routines to improve your physical health is important, it is also a great time to turn inward and check in with yourself. Perhaps your anxiety has increased and it's impacting your work or day-to-day life. Determining the cause and taking proactive steps toward mitigating these occurrences are important.
For example, with the increase in handwashing, this can also be a great time to practice mini meditation sessions by focusing on taking deep breaths. This can reduce anxiety and even lower your blood pressure. Keeping a journal and writing out your daily thoughts or worries can also help manage stress during unpredictable times, too.
While the future of COVI9-19 and our lives may be unpredictable, you can manage your personal uncertainties by focusing on improving the lifestyle factors you can control—from staying active to having a routine and focusing on your mental health—to make sure that you emerge from this pandemic as your same old self or maybe even better.