Humans > Face

Matteo Guidicelli will now pitch the Nissan brand (and the Leaf) to you

The actor is now the face of automaker’s ‘Dare the Impossible’ campaign

Does a handsome movie actor make electric cars more appealing? PHOTO FROM NISSAN

Because we live in a starstruck country where famous people get to hold the highest political positions just by being, er, famous, selling cars now requires celebrities to convince buyers to pick an automotive brand over its rivals. Why else would a car company hire a soap-opera personality to hawk its vehicles to its target demographic? And if you thought only Chinese firms would do this, you’d be fabulously wrong.

Nissan Philippines has just introduced Matteo Guidicelli as its “new face” or “brand ambassador.” The popular actor—aka Sarah Geronimo’s husband (and we mean this as a compliment)—will headline the Japanese car manufacturer’s “Dare the Impossible” marketing campaign in our territory.

Come to think of it, Guidicelli is far more qualified to endorse a motoring brand than his show-business peers: He was a karting champion when he was a kid, after all.

Matteo Guidicelli with Nissan Philippines president Atsushi Najima. PHOTO FROM NISSAN

“The campaign is a brilliant way to further ignite the passion and innovation behind Nissan,” says Guidicelli in the PR statement, which we’re certain the PR agency wrote. “In combination with the brand’s new look, this attitude is something I can totally relate to and live by. I am looking forward to the full experience from the vehicle lineup, including the Terra, the Navara, the Patrol, the 370Z, the fully electric Leaf and beyond.”

This roll call of Nissan’s products in our market is notable, because it includes the Leaf electric vehicle even though it hasn’t been officially launched here. More notable is the use of the car in Guidicelli’s press photo even though the 370Z probably suits him better. Make no mistake about it: Matteo will help Nissan Philippines peddle the Leaf to a Filipino nation that is still not 100% sold on dumping the internal-combustion engine.

Just check Nissan’s recent press releases sitting in our electronic mailbox:

Before all of this pandemic crisis happened at the start of the year, Nissan had been getting ready to persuade its customers to imagine owning an EV—even boasting that it had already put up a network of “23 charging stations” to address the usual range anxiety common among shoppers of electric cars. And what better way to assure nervous customers than an ever-smiling heartthrob?

Yes, Matteo Guidicelli is here to make you cross over from a gasoline or diesel vehicle to an electric one. Something that would have forced you to “dare the impossible” not too long ago.

Vernon B. Sarne

Vernon is the founder and editor-in-chief of VISOR. He has been an automotive journalist since July 1995. He became one by serendipity, walking into the office of a small publishing company and applying for a position he had no idea was for a local car magazine. God has watched over him throughout his humble journey. He writes the ‘Spoiler’ column.