9 months ago
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.
Brand: Nissan USA
Vice President Marketing: Allyson Witherspoon
Director, Marketing Strategy: Erich Marx
Senior Manager: Anne McGraw
Senior Associate Planer: Jeffrey Simmons
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 Engineer: Jodi Loeb
Sound Company: Heard City
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: 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 Supervision: David Bass @ Theodore
Edit Company: Cabin Edit
Editor: Chan Hatcher
Executive Producer: Remy Foxx
Managing Partner: Carr Schilling
Categories: Automotive, CarsTBWA\Chiat\Day NY, 9 months ago