Nissan Sends the Qashqai on an Unstoppable Chase
Updated: 1 day ago
Nissan and TBWA\Nissan United launched 'Unstoppable' (also 'Follow That Car!') around 12 October 2026, a chase film dramatising the Qashqai e-Power Hybrid's range by keeping it miles ahead of a pursuing taxi, truck and plane.
The Film
Around 12 October 2026, Nissan and TBWA\Nissan United released 'Unstoppable', also known as 'Follow That Car!', a chase spot that turns a dry product spec into a piece of entertainment.
The premise is simple and sticky. A taxi, a truck and a plane all try to keep up with the Qashqai e-Power Hybrid, and all of them fall behind, because the car simply keeps going.
The single-minded message is range. Everything in the film exists to dramatise one claim, that the Qashqai goes further between stops, which is exactly the anxiety hybrid and electrified buyers carry into the showroom.
Dramatising the Spec
Range figures are forgettable; a plane giving up the chase is not. Nissan has taken a rational, chart-friendly benefit and converted it into a visual metaphor that communicates in a single glance, even with the sound off.
This is textbook automotive craft. The category lives and dies on demonstrating a benefit rather than stating it, and a chase is one of the oldest, most reliable vehicles for showing capability without a voiceover reading out numbers.
The restraint is as notable as the spectacle. By refusing to cram in a feature list and committing fully to one idea, the film gives itself the best possible chance of being remembered and attributed back to the Qashqai rather than the category.
The Marketing Minute Read
We would frame this as the 'one-claim rule'. A thirty-second film can plant exactly one idea in memory, and Nissan has spent all of its on range. That discipline is rarer than it should be, because the temptation to list every feature is enormous.
It also meets a genuine purchase barrier head-on. Range anxiety is the dominant hesitation in the shift to electrified vehicles, so dramatising distance is not a creative flourish, it is a sales argument aimed at the exact doubt that stalls a decision.
The approach scales. A visual metaphor like 'nothing can keep up' works across markets and languages in a way a UK-specific joke never would, which matters for a global nameplate that needs one idea to travel internationally.
What Businesses Should Do
Pick one claim per execution and spend everything on making it unforgettable. A film that says three things usually lands none of them, and dilutes the attribution for all three.
Turn your best spec into a demonstration, not a statement. Show the benefit happening to someone, or something, rather than quoting the number, because a shown benefit is believed and a stated one is skimmed.
Aim at the real purchase barrier. Nissan built its whole idea around range anxiety because that is what actually stalls the sale, so find the equivalent doubt in your own category and answer it directly.
Finally, build for distinctiveness as well as clarity. A chase where ordinary things cannot keep up is not just clear, it is a format Nissan can own and extend into future executions, giving the Qashqai a recognisable creative world rather than a one-off ad. The best automotive work does both jobs at once: it settles a rational doubt in the moment and leaves behind a distinctive asset the brand can return to for years. That combination of persuasion and memorability is what separates a film that shifts metal this quarter from one that quietly builds the Qashqai's reputation long after the campaign has stopped running, which is exactly the kind of compounding value a mass-market nameplate needs.
Quick FAQ
What is Nissan's Unstoppable campaign?
Unstoppable, also titled 'Follow That Car!', is a Nissan campaign from TBWA\Nissan United launched around 12 October 2026 that dramatises the Qashqai e-Power Hybrid's range through a chase in which a taxi, truck and plane all fall behind.
Which agency made the Nissan Qashqai ad?
The film was created by TBWA\Nissan United, Nissan's dedicated agency unit.
Range figures bounce off people; a plane giving up the chase does not. Nissan took the single biggest hesitation in the electrified shift and turned it into a visual everyone understands instantly. One claim, dramatised with total commitment, will always beat a spec sheet read aloud. — Daniel Nikolla, Founder of Merx Marketing
A film can plant one idea in memory, so spend all of it on your sharpest claim.
Does range anxiety still shape your next-car decision, or has it stopped being a barrier for you?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Campaign, The Drum, Marketing Week
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
