Nissan’s Intelligent Lane Intervention detects if you’re straying out of your lane and helps gently guide you back to safety.

Arabian Automobiles wanted to raise awareness for this differentiating feature.

Nielsen’s UAE Radio Audience Measurement revealed that 93% of the UAE population tunes into radio every week. Radio presenters are celebrities here, with big fan followings.

That’s why we used this age-old medium to tout a car’s cutting-edge and innovative feature. But instead of just mentioning or promoting the feature as ads, we demonstrated what can happen in the absence of lane intervention in an innovative and lighthearted manner, leveraging what attracts many listeners – popular presenters of different live radio shows.

In a live stunt, we witness how the presenters of one show seemingly unintentionally – “stray out of” their show and into the show of a different presenter. The same happens on another show. Thereby demonstrating how straying out of where you should be can get you into trouble.

In The Big Breakfast, we’re midway through Dubai 92’s “The Big Breakfast Show” with presenters Nats & Jono when Nats unintentionally strays out of the show. Suddenly Catboy, a presenter from another show, strays into Jono’s. There’s banter between the presenters followed by Jono straying out of his own show. A lighthearted and chaotic interaction between personalities from both shows ensues. The spot ends with a VO introducing Nissan Intelligent Lane Intervention, which keeps you where you’re meant to be.

In Catboy, we’re midway through Catboy’s show when Nats and then Jono from “The Big Breakfast” stray into Catboy’s show. At the same time, Catboy accidentally strays out of his own show, and similar hilarity ensues, followed by our same VO.

We strategically picked shows that cover very different topics, so that when they strayed into each other, chaos and humor ensued.

The script was tailored to each presenter’s known on-air personality and habits. For example, Catboy is known to love trivia questions about music. Nats is originally Italian and occasionally uses Italian phrases, as reflected in the script.