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.
This professional campaign titled '#SheDrives' was published in United Arab Emirates in January, 2018. It was created for the brand: Nissan, by ad agency: TBWA. This Film medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted almost 5 years ago.
Advertising Agency: TBWA\RAAD, United Arab Emirates