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Nissan 4x4 Range is put through its paces in Epic Adventure-Style Short Films

07\06\2006

Nissan is looking to inspire thrill seeking consumers with content that illustrates the adventure, excitement and originality that the carmaker’s wide 4x4 range* can offer, through an integrated campaign created by TBWA\LONDON. With the aim of driving people to the website www.nissan-adventure.co.uk, a 40” TV ad will launch nationally on 12th June, supported through the line.

The TV ad gives a taste of the adventures of travel presenter, Saba Douglas Hamilton, as she goes off the beaten track across Argentina, South Africa and Namibia, putting the Nissan 4x4 range through its paces along the line of latitude — the 24th parallel. ‘Adventures on the 24th Parallel’ was first introduced in February 2006 in a series of sponsorship idents for the renewed sponsorship of US drama 24 and is now being extended out across all brand communications.

The ad offers a snapshot of Saba’s adventures as she takes in breathtaking and extreme terrains, meets local people, confronts the unexpected and arrives at spectacular destinations, before directing viewers to the website where they can view the documentary style films. Each of the 2-minute long films were based on a unique theme and largely improvised, adding to their authenticity.

Once on the website, created by DUKE Interactive, Nissan aims to capture the adventurer in each of us by providing an array of information of interest to the thrill seeking traveller. In addition to the visually stunning films, content includes details on the locations Saba visited, adventure test drive competition, details on adventure holidays, adventure film updates and travel content from media partner National Geographic.

Justin Elias, marketing director of Nissan said “The campaign taps into the interests of the adventurous at heart who are inspired by unusual travel experiences, and so offers branded content that is relevant and useful in a way that creates greater affinity for Nissan”.

Nissan will also be headline sponsoring an Adventure Film Festival in conjunction with VUE Cinemas from September 11th — 25th showcasing content from the 24th Parallel Series alongside other adventure films.

A coffee table book featuring the stunning photography taken by Adam Hinton will also be produced and distributed to dealerships and retailer Stamford Booksellers.

Directed by James Bryce, an Emmy Award winning Director and of Top Gear fame, the films are visually arresting and designed to create huge impact while avoiding the usual clichés of 4x4 territory.

The TV ad and short films were created by Alasdair Graham and Frazer Jelleyman, directed by James Bryce, with media planning and buying through MGOMD.

-ends-

For further information on TBWA\LONDON please contact: Avril Canavan, avril.canavan@tbwa-london.com 020 7573 7113 / 07946416607

Notes to editors;

• Nissan’s 4x4 range includes the Murano, X-TRAIL, Pathfinder and Navara

Credits: Project name — SHIFT_ADVENTURE Client - Justin Ellias, Nissan Marketing Director Brief — Create a through the line campaign showcasing the 4x4 range as thrilling and adventurous
Creative agency - TBWA\LONDON Copywriter - Alasdair Graham Art director - Frazer Jelleyman Planner (creative agency) - David Frymann Media agency - MGOMD Media planner —James Collier Media spend - £ undisclosed Production Company - RSA Films Director - James Bryce Editor — James Bryce Post-production — The Mill Audio post-production — Ben Leeves @ Grand Central Exposure - National TV, press, poster, online, DM

Author:

Anon

Tags:

nissan

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