Nissan X-Trail: Traction

Just nine months after start-up, Thinkbone has had a grand adventure with superstar-survivalist, Bear Grylls, culminating in the production of a new Nissan X-Trail TVC for Whybin/TBWA Melbourne and Discovery Channel, which aired from 3 April 2011.

The star of Discovery Channel’s Man vs Wild was in Australia recently and took part in the TVC campaign, which filmed in the picturesque Glenworth Valley outside of Sydney.

Thinkbone creative director, Dean Friske, directed the Nissan TVC, and described working with the British action man as being "like playing with a giant action figure. Before you could say "hey Bear, can you jump off that cliff, eat that snake, urinate on that rag and tie it around your neck?" he'd be doing it. In fact, one of the biggest challenges was to be ready for whatever he threw our way and make the most of the moment.