If you can smash chocolate into peanut butter and get Reese’s, then maybe you can dump two grapplers into a compact SUV and have an elite jiu-jitsu match?
Probably not, but those crazy “CarJitsu” guys are sure as hell gonna try.
“The Carjitsu Showdown with Nissan Magnite is CarJitsu’s first live event outside of the US, and maybe its biggest,” said PLN co-founders Bill Yucatonis and Mike Salvaris. “We’re bringing CarJitsu live on the road for its international debut in the United Arab Emirates, which already celebrates jiu-jitsu as its national sport, and showing the world the excitement and innovation that PLN brings. Bringing CarJitsu to Dubai signals that this sport is ready for the world stage, and that global brands can engage in ways that are active, integrated and impossible to ignore.“
Two preliminary CarJitsu matches will be held in a closed studio on Friday to determine the final matchups, with winners moving on to Coca-Cola Arena on Saturday for the CarJitsu finals, held immediately prior to this weekend’s PFL: “Road to Dubai” bouts in the same venue.
“The compact SUV market is extremely competitive, that’s why we strive to turn up in a different way that our target can’t ignore,” said Hossam Alsaeed, General Manager, Marketing NISSAN Middle East. “The CarJitsu fighters will put the Magnite to the test in front of a global audience of fans who love combat sports, highlighting the compact SUV’s ruggedness and performance. And most importantly, showcase how spacious the Magnite is. That shift from explanation to demonstration is what makes this campaign powerful.”
In other words, it’s a car commercial disguised as a jiu-jitsu tournament.
“At TBWA, we believe the most impactful ideas do not feel like advertising. They should be an experience,” said Derek Green, Chief Creative Officer TBWA\RAAD. “To showcase the roominess and durability of the vehicle, we’re creating a moment where the Nissan Magnite is not described — and is instead tested live under pressure in front of the world.”
