The 2013 Nissan Juke campaign concentrates on people's wants as much as their needs. It addresses the necessity for gas while reconciling the desire for new shoes or a vacation with more fuel efficiency. Thus it reads, "Fuel your passion instead." Coupled with images of snake-like pumps that gobble up a new pair of heels or guitar, the campaign sends a strong message that will resonate with many people on various levels.
Conceived and executed by Impact BBDO, an ad agency based in Beirut, Lebanon, the 2013 Nissan Juke campaign was art directed by Michelle El Khoury with creative direction by Hovsep Guerboyan and Walid Kanaan. The fantastical images were illustrated by artist Malek Rizkallah and elaborated with copy by Chris Jabre.