Our task was to introduce diverse South Africans, who are fluent in a mix of the country’s 12 official languages, to the new Nissan Magnite’s Voice Connect feature with Natural Language Understanding Technology. We did this by crafting a series of stories using homophones and homonyms, that can only be understood if you get the nuances of what’s being said - demonstrating how the Nissan can deduct commands from deciphering verbal nuances.

In this spot we hear kids playing in a room together while making a ruckus. Despite the good time they’re having, the noise proves too much for mom who burst through the door and brings an end to the boisterous fun. She brings an end to it by initiating the bedtime, instructing the kids where to sleep. After dishing out the bedtime instructions, mom makes it clear that everyone better be in bed or they’ll big trouble.

We saw a 21,5% increase in visits to our Magnite model pages. This is likely due to awareness of the feature and the cultural relevance of the work which really resonated with South Africans.