In Nissan's "Keep Asking Why" film, we tell the story backward, starting with a funny exaggerated scene to grab the viewer’s attention. Each moment is connected in unexpected ways, keeping you interested. The repeated question "why" makes it stick in the viewer’s memory. This unique approach not only keeps the viewer engaged but also makes the film easy to remember. Nissan is the first car brand in the region that uses humor in this reverse storytelling technique which allowed to captivate audiences and deliver a compelling message within each scene, making the campaign memorable and impactful.

In the Middle East, especially in the GCC, when people have car issues, they often go to local mechanics they know for a quick fix. But sometimes, these good-hearted mechanics might not have all the right know-how, leading to not-so-great repairs or the use of fake parts. This behavior is growing more and more in Arab and Indian communities living in the GCC.

Talking about this topic is tricky because no car brand wants to criticize local small mechanics. But in this region, we often discuss sensitive topics using humor.

That's where Nissan’s "Keep Asking Why" film comes in – to start a movement through comedy and help people to be more aware and ask the right questions when something seems off during their car fixes. In a region where many might not know much about car mechanics, the film acts like a guide, encouraging people to be curious and stay informed and not to be intimidated by the complicated mechanical terms.

The film follows a reversed sequence of events, starting off with an improbable end result and going back to the trigger moment where a bad choice could have been prevented by simply asking one question: “Why?”

The film starts with Khaled, the protagonist, being arrested while being dressed up like a mummy, because he accidentally scared a group of children who thought he was a real mummy. The reason he was covered was because he was treated by a medical healer who found him unconscious in the desert, with his body full of cactus spines from falling into a pit of cacti, while being lost in the desert. It is then revealed that all of these events happened because when he was sold a counterfeit part, he “didn’t ask why”. The film then ends by encouraging consumers to “keep asking why”.

More car owners were choosing to buy counterfeit spare parts for their cars due to high prices and scarce availability of genuine parts, without realizing the consequences.

Nissan wanted to raise awareness about the dangers of counterfeit parts; this wasn’t coming from a standpoint that was fully commercial, but to educate all consumers, not just Nissan owners.

To do so, we needed to make consumers feel confident in making the right choice, rather than instilling fear and self-doubt like other brands did.

And making the right choice starts with asking one simple question: why?

When offered fake parts, costumers have two choices: buying into it or asking WHY the deal seems that good. A simple WHY has the power to skip a sequence of unfortunate events.

Nissan decided to leverage this insight and show that while some spare parts may not be genuine, consumers should be genuine in their questioning.

Khaled just got detained. Why?

Because he scared nine little boys looking like a mummy. Why?

Because he was treated by this herbal healer. Why?

Because he found him in the desert. Why?

Because he took a dive into a cacti pit. Why?

Because his car broke down in the middle of nowhere. Why?

Because when he was sold a part without warranty, he didn’t ask why.

Keep Asking Why. Buy Nissan genuine parts. Genuine care for your Nissan

Supported by Dubai Police