It's called building a brand. In this case, it builds the Nissan brand as one that cares about the environment and the Leaf as zero emissions car. You can't wait until you have a ton of inventory, then START marketing, you have to build things up over a long period...in the case of a brand new model, literally years. I'd be worried if they weren't doing it.
Now that was a powerful ad! If the image of the expecting mother didn't move you, then I'm not sure what would. I can see the far right coming out guns a blazing on this one.
I'm not one who cares much for commercials and it takes a really innovative one for me to sit up and pay attention. Well, I paid attention to this one. It was clever, and it sent a message that connected to me.
A very well done ad! Nissan is taking the high road and high ground in the EV market and seems to be accelerating; EsFlow, Nismo LEAF RC. If they keep rolling like this they are going to become the Apple of auto manufacturers. How did that go again? Apple - Think Different.