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Client: NissanProduct: Nissan LeafTitle: Polar Bear
Date: Nov 6, 2012Length: 60sVersion: 1
Page 1 of 6
Bonnie Cheung
Cut to an image of a lone polar bear siting o a small piece of ice in the ocean
Cut to a scene of falling iceberg.SFX: crumbling ice crashing in water
Commercial opens with a backdrop of a piano score to an image of melting ice
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ACT 01Inciting Incident• imagery of melting ice insinuates a negative conno-
tation• Climate change is happening --> BAD
ACT 01Inciting Incident• imagery of melting ice insinuates a negative conno-
tation• Climate change is happening --> BAD
ACT 02Midpoint• Crisis/Situation has not changed, but we are intro-
duced to the main character --> story unfolds• Unhappy with his surrounding, the polar bear de-
cides to make a move to get out.
Client: NissanProduct: Nissan LeafTitle: Polar Bear
Date: Nov 6, 2012Length: 60sVersion: 1
Page 2 of 6
Bonnie Cheung
Cut to the polar bear resting under an overpass where civilization begins to emerge. A propane tanker truck drives by on the overpass. The weather is dark and gloomy.
Cut to the polar bear making its way into the forest. He wanders about between trees.
Cut to the polar bear swimming in the ocean and reaching the shore. He slowly walks away from the ocean
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ACT 02Midpoint• Continuation of the Polar Bear’s journey to free him-
self from surrounding
ACT 02Midpoint• Continuation of the Polar Bear’s journey to free him-
self from surrounding
ACT 02Midpoint• New crisis is presented, the juxtoposition of the
polar bear’s presence within civilizatiion (trucks, traffic etc) makes viewer feels uneasy
Client: NissanProduct: Nissan LeafTitle: Polar Bear
Date: Nov 6, 2012Length: 60sVersion: 1
Page 3 of 6
Bonnie Cheung
The polar bear roars at the truck as it drives past
Cut to the polar bear wallking on the side of the road. A truck speeds pass the bear
SFX: roar of the truck driving by
Cut to the polar bear walking on the railroad tracks. A butterfly flutters about in his face and he playfully is intriqued by its movements.
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ACT 02Midpoint• continuation of problems presented with the polar
bear roaming in an unatural habitat• viewer gets a bit of releif at this point when the
polar bear’s playfulness is introduced
ACT 02Midpoint• Setback thickens. The continuation of the polar
bear in his unatural habitat gets worse with trucks aggressively (loud) driving by him .
ACT 02Midpoint• Setback con’t - the Polar bear gets increasingly
upset, and viewer knows this from the loud roar he gives the passing by truck
Client: NissanProduct: Nissan LeafTitle: Polar Bear
Date: Nov 6, 2012Length: 60sVersion: 1
Page 4 of 6
Bonnie Cheung
Dawn arrives and scene cuts to the polar bear drink-ing from a puddle. A raccoon enters the scene and looks a bit in awe/surprised to see the polar bear.
Cut to the polar bear making its way into and around the city. He crosses the street. The night is quiet as there are no cars present.
Cut to a night backdrop of the city. The polar bear is sitting on the grass and looking at the city line with the moon shining down, almost like a spot light on him.
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ACT 02Midpoint• The Polar Bear is seen as being lonely, still unhap-
py
ACT 02Midpoint• The Polar Bear con’t it’s journey• Nothing has really been solved yet
ACT 02Midpoint• The Polar Bear con’t it’s journey• Nothing has really been solved yet
Client: NissanProduct: Nissan LeafTitle: Polar Bear
Date: Nov 6, 2012Length: 60sVersion: 1
Page 5 of 6
Bonnie Cheung
Cut to a scene of a man leaving the front door of his home and approaching his car (Nissan Leaf) with his keys. He is unaware of the polar bear who has snuck around behind him and the car. He notices his pres-ence and turns around in amazement.
The polar bear growls at the dump truck as it drives by. He is snarling a bit to show his anger
Cut to a backdrop of a a residential street in the morn-ing. A dump truck drives by as the polar bear walks on the street towards the camera.
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ACT 02Midpoint• The Polar Bear’s environment has reached the epit-
ome of civilization - suburbs + dump truck • Momentum is at its height, we know he has a des-
tination goal now, but where?
ACT 02Midpoint• Still unhappy
ACT 03Climax• We see the polar bear approach the man• At this point, we are left to wonder - What is he
going to do to this man? He is the root of all his problems. Will he attack him?
Client: NissanProduct: Nissan LeafTitle: Polar Bear
Date: Nov 6, 2012Length: 60sVersion: 1
Page 6 of 6
Bonnie Cheung
SFX (con’t): Innovation for the planet. Innovation for all.
VIsual dissolves in.
Man then gets comfortable with the idea of hugging back. He smiles. (Music continues)
SFX: (narration) The 100% electric Nissan Leaf.
The polar bear stands up, and growls. He then pro-ceeds to give a great big hug to the man. The man is a bit pensive initially.
Music pauses and is silent for a second
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ACT 03Climax• Although the viewer now knows that the polar
bear is not going to kill the man, we are still left with one big question - WHY?
ACT 03Resolution• The answer - He’s driving an environmentall
friendly car hence - Polar Bear is thanking him• All is well now
ACT 03Resolution• Nissan is part of the resolution.