Nissan has invited a famed cyclist Lance Armstrong to star in its new commercial for the Nissan Leaf model, and thus contribute to the promotion of the ‘green’ business. The Japanese brand has unveiled a new 100% electric model, which is sure to be appreciated by members of cycling community, who don’t want to inhale the stink of the gasoline cars on the road any more. The American sportsman, best known for becoming a winner of the Tour de France seven times in a row, is demonstrating by personal example how nice it is to ride behind an eco-friendly auto.
The era of old-fashioned diesel trucks releasing toxic fumes and bad smell comes to its end. The ad “20 years behind” by TBWA / Chiat / Day, Los Angeles showcases lots of cars—nice and ugly, tiny and huge,—which used to make it almost impossible for cyclists to ride on the road without putting their health in danger. Now you don’t have to swallow emissions even if you are on highway, not your special track. After showcasing all these cars producing dreadful stench, the ad switches to Armstrong, who is having a nice ride on his bike keeping behind Nissan Leaf, and breathes fresh air instead of gasoline.
The release of the new car comes as a part of the Nissan Green Program 2010, whose key priorities are reducing CO2 emissions, cutting other emissions and increasing recycling. In addition to its environmental commitments, Nissan sponsors Armstrong’s new Team RadioShack pro cycling team (also supported by Nike) and provides a variety of its products as the official vehicle of the team under the multi-year partnership, signed in early January.