United Communications Group
People often stress the importance of the cost-performance (C/P) ratio when choosing a car. Nissan learned that the most important value is the relationship between the one doing the driving and those being driven. So the automaker took a new emotional approach redefining C/P to mean Cherish People. Depicting four family relationships, including the birth of a child, a young couple, father and daughter, and a father’s hopes and expectations, the appeal eschews performance figures like horsepower, interior space, acceleration, and fuel economy, and instead stresses that focusing on loved ones is the most important of life’s values.