Nissan has suspended all its individual car brand campaigns in the
UK as it prepares an entirely new global positioning for the brand.
The Japanese car manufacturer is working with its UK agency, TBWA Simon
Palmer, on new advertising for the spring. The change in strategy throws
into doubt the future of famous work such as the ’all action Almeira’
spoofs of the Professionals and the Sweeney, the ’ask before you borrow
it’ Micra ads, and the Primera commercial featuring a Miami
Nissan has long been seeking a set of core values to call its own, much
in the way that Volvo has appropriated safety, or BMW ’owns’ good
The Nissan values will be unveiled within three weeks, Steve McLennan,
the brand marketing manager for Nissan Motors GB, said.
The initiative, generated in Tokyo, is being masterminded in Europe by
Nissan Europe’s senior vice-president of sales, Earl Hesterberg, who has
recently arrived from the US.