The Nissan Versa Supports a Couple Working Opposite Shifts in New Spot

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TBWA\Chiat\Day New York enlists Smuggler's Adam Berg to launch 'Fuel Your Go' campaign
The Nissan Versa Supports a Couple Working Opposite Shifts in New Spot

Hustling to get ahead is the inspiration behind this campaign for Nissan's new Versa model. 

'Fuel Your Go', created by TBWA\Chiat\Day New York, celebrates how Versa's dramatic new design and Nissan Intelligent Mobility technology support those who are hustling regardless of the time of day. The campaign also reportedly utilises "breakthrough technologies to reach customers well beyond the traditional broadcast TV commercial," says a press release from the brand.

"Fuel Your Go highlights the fast-paced and sometimes hectic lives of many Americans, with Nissan's 'tech that moves you' as the guiding principle of the campaign," said Allyson Witherspoon, vice president, Marketing Communications and Media, Nissan North America. "Not only is Versa's 'tech that moves you' an essential message within the campaign, it is also the guiding principle of the campaign strategy. We intentionally utilized technology and high-tech partners like Google, Facebook, Twitter, and Snapchat to deliver the message to consumers wherever they are."

Comprised of more than 100 unique assets, the Versa campaign will be rolled out with new, unique messages over the next few months to keep the consumer conversation fresh. The ads creatively depict Nissan Intelligent Mobility technologies like Blind Spot Warning, Nissan Connect and Remote Start in the context of busy lives.

It begins with a new commercial titled 'Good Morning, Goodnight', which was directed by Smuggler's Adam Berg. The commercial features a young couple working opposite shifts. They share a special moment while trading keys for their 2020 Versa in between shifts. With staggered schedules, the Versa serves double duty as the transportation constant for the hustling duo.


In October, Nissan will also launch a series of digital online videos designed to humanise the technology of the new Versa. In one video, a daughter stops her dad from sitting on a cat as an example of Rear Cross-Traffic Alert.

With technology as a core message of the campaign, Nissan tapped tech leaders Google, Facebook, Twitter and Snapchat to help deliver its message. For example, Nissan is partnering with Google to test Director Mix, a technology that allows an advertiser to create thousands of video ads all using a single creative asset.

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Client

Brand: Nissan USA

Vice President Marketing: Allyson Witherspoon

Director, Marketing Strategy: Erich Marx

Senior Manager: Anne McGraw

Senior Associate Planer: Jeffrey Simmons

Post Production / VFX

VFX Supervisor: Corina Wilson

Post Production Company: Framestore

Senior Producer: Nick Fraser

Executive Producer: Dez Macleod-Veilleux

Compositing: Dan Giraldo, Sohee Sohn, Eric Sibley, Kieran Walsh, Gigi NG

FX: David Wanger

Matte Painting: Callum McKeveny

Design: Yiyuan Yuan

Color Company: MPC

Colour Coordinator: Mark Gethin

Sound

Sound Engineer: Jodi Loeb

Sound Company: Heard City

Creative Agency

Creative Agency: TBWA/Chiat/Day NY

Chief Creative Officer: Chris Beresford-Hill

Executive Creative Director: Al Merry

Creative Director: Nuno Teixeira, Jexy Holman

Senior Art Director: Bonnie Lumley

Senior Copywriter: Marie Strycharz

Head of Production: John Doris

Senior Producer: Marisa Bursteen

Production Company

Production Company: Smuggler

Director: Adam Berg

DOP: Pat Scola

Executive Producer: Drew Santarsiero

Producer: Karen O’Brien

Founder: Patrick Milling-Smith, Brian Carmody

Chief Operator: Andrew Colon

Head of Production: Alex Hughes

Music

Music Supervision: David Bass @ Theodore

Offline

Edit Company: Cabin Edit

Editor: Chan Hatcher

Executive Producer: Remy Foxx

Managing Partner: Carr Schilling

Genres: People

Categories: Automotive, Cars

TBWA\Chiat\Day NY, 9 months ago