Nissan launches e-POWER campaign + new visual identity via TBWA\Melbourne and Nissan United
Nissan Australia has unveiled a national 360° campaign celebrating its innovative e-POWER technology, alongside a refreshed visual identity for the brand. Nissan United — part of TBWA — is the agency behind the work, which marks an exciting new chapter in the automotive brand’s history.
The campaign was designed to demonstrate the benefits of Nissan’s unique e-POWER technology, “Driven by electric. Fuelled by petrol. So, you’ll never need to plug in to recharge”.
The integrated campaign launching today is heroed by the 30” TVC. The storyline unfolds against the backdrop of rugged Australian terrain, with the X-TRAIL e-POWER in a playful chase with a futuristic, battery-charged droid. Viewers will see the X-TRAIL e-POWER cruising effortlessly, across vast distances of the Australian landscape, without needing to plug in (unlike the droid). With a focus on captivating Aussie audiences, the spot features local talent rounded out with a rendition of Sweet Disposition by Australia’s own Temper Trap.
The campaign is the first to reveal Nissan Australia’s revitalised visual identity, which has been designed to inject more excitement and distinctiveness into the automotive brand. It will be rolled out across OOH, social and digital platforms.
Says Sriram Padmanabhan, director of marketing, Nissan: “It’s a thrilling time for Nissan Australia with the advertising launch of e-POWER alongside our existing comprehensive product line-up. This exciting new campaign and reinvigorated visual identity engineers a bolder and braver direction for Nissan in Australia and, along with our Dealer partners, we very much look forward to bringing it to life throughout the coming months.”
Says Sarah Cajelot, general manager, Nissan United: “The driving experience of the e-POWER really is something special. So much so, we kick-started the whole process by briefing the creative team in the vehicle. It’s quiet and smooth, so we had to find a disruptive way to tell Nissan’s e-POWER story.”
The media strategy, which was delivered by Nissan United, sees the campaign running in
Australia across TV, cinema, OLV, social, anamorphic OOH and digital, as well as via content creators, first-to-market sponsored partnership with carsales and Urban List, and a sponsored AR partnership with Meta.
Client: Nissan Australia
TBWA\Melbourne
Chief Creative Officer: Paul Reardon
Senior Creative: Scott Canning
Senior Creative: Siobhan Fitzgerald
Senior Producer: Melina Flood
Nissan United
General Manager: Sarah Cajelot
Precision Marketing & Media Lead: Tony McKay
Production Company: Revolver
Director: Dani Pearce
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart
Producer: Sarah Nichols
Director of Photography: Germain McMicking
ARC EDIT
Executive Producer: Daniel Fry
Producer: Jess Ryan
Editor: Lucas Baynes
Heckler
Head of VFX: Tom Corbett
EP: Steven Marolho
Head of Production: Amy Jarman
Flame Online: Julian Ford
3D Artists: Maud Chapuis, Rachael Tedesco, Dusan Marjanovic, Philip Wang, Patricio Ducaud, John Trudgian, Nick Kaloterakis
Compositor: Ran Xie
Colourist: Fergus Rotherham
Rumble Studios
Executive Producer: Michael Gie
Engineer: Cam Milne
Level Two Music
Music Supervisor: Karl Richer
Music Supervisor: Mel Pantz
20 Comments
This reeks of client feedback.
Cracker-Track. Caught my attention when it came on air.
This ad turned me off 1 second in. J
…so bland and boring.
At the scene
It’s Nissan but more focused and revitalised. Good line! Nice one Scotty and Siobhan
My kids loved it and that made me watch. Nice.
Weak version of Kia’s superbowl robot dog
I don’t get it. So it’s a petrol car branded as an electric car? I’m confused, can someone please explain….
Basically a small, really efficient petrol motor charges the battery when it’s needed…so you don’t need to ever plug in. There’s an argument to be made that this is actually greener than a straight electric car. But hard to quantify.
I need a recharge after that. How dull.
Yes we’ve had these ‘really efficient petrol’ motors aka ‘hybrids’ for some time now, and not only are they in no way greener than an electric car, they actually impede EV takeup by prolonging the viability of internal combustion engine vehicles. Weird ad Nissan.
Read up on it…it is actually quite interesting. If you’re into cars.
The Japanese are so behind the Chinese in bringing EV’s to the market and the longer they leave it. The more irrelevant they become.
Felt like one of those weird client-driven commercials out of the middle east or Asia
Biggest logo I’ve seen relative to the headline/prop. Why?
I don’t like the ad so it must be the clients fault. Creative agencies never make shit ads on their own
No business creds included? Embarrassing.
Oh man, fromage at its finest, performances, photography, that fucking song and that cg on the drone/robot thing come on. But don’t worry guys client loves it so job well done.
Yaaaaawwwwnnnnn