Nissan’s new Take On marketing platform is designed to position their vehicles as “taking on” obstacles in larger-than-life situations.
In a new campaign, Nissan paints a harrowing picture of driving. Special-effect laden ads show massive storm clouds, pedestrian-packed streets and even an out-of-control driver that sneaks up on a Nissan like a shark.
In short, driving in these isn’t a joy ride. Instead, the automaker bypasses humor and sentimentality to portray driving as a stressful, adventure-filled foray with distractions that can be overcome by Nissan’s technology-fueled driver assistance systems.
The campaign keeps Nissan’s “Innovation that Excites” global tagline. But the spots, which will air in the U.S., introduce a new marketing platform called “Take On.” The goal is to position Nissan vehicles as taking on driving obstacles that are shown in ads in larger-than-life fashion. All the while, dramatic music plays in the background.
“Nissan is not a funny brand,” said Jeremy Tucker, Nissan North America’s VP for marketing, communications and media. “We needed to show the quality, dependability, the reliability, the performance and the handling and just the power of the brand,” he added. “I was very clear in the brief: No humor.”
Instead, he called for a tone that was “epic, dramatic, captivating and simple. Simple, simple stories,” he said.