Nissan Film She Drives by TBWA\RAAD Dubai

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She Drives

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Industry Cars
Media Film
Market United Arab Emirates, Saudi Arabia
Agency TBWA\RAAD Dubai
Released January 2018

Credits & Description

Alternative title: #SheDrives
Category: Automotive
Media: Film
Brand: Nissan
Agency: TBWA
Geo: United Arab Emirates
Advertising Agency: TBWA\RAAD, United Arab Emirates
Published: January 2018
Last September, Saudi Arabia surprised everyone by lifting the Women Driving ban, a historic ruling that will take effect by June 2018. But although the entire world has celebrated the decision, a big chunk of the Saudi male population has shown resistance to it. This has made many Saudi women hesitant about applying for a license when the time comes, fearing their closest male relatives will disapprove. They are in need of confidence and support.
So Nissan Middle East decided to invite a few of them to a driving lesson, but not just any driving lesson, but one taught, to their surprise, by the very people they thought would disapprove; their fathers, brothers and husbands.
To see the full experience Nissan has created a film, meant to encourage and empower women all over Saudi. With a clear message given by the men involved: When the time comes, the decision to drive, will be entirely up to you.
By using #SheDrives Nissan is also inviting everyone to share their messages of support.