TBWA GGT Simons Palmer is to launch an pounds 8 million campaign
for Nissan’s new family car, the Primera, designed to build the brand
ahead of more launches next year.
A series of six commercials breaks on 1 September and aims to change the
established perception that Nissan specialises in small cars.
The ads feature a ’typical company car driver’ in a number of amusing
situations, including riding a trolley at high speed around a
supermarket and lowering his boss’s chair for his own amusement,
implying that he is compensating for the inadequacies of his current
The TV ads run until November and will be supported by press advertising
designed to give more detail on product specification.
Neil Burrows, marketing director of Nissan, said: ’The campaign is very
different and is a bold step for us away from a focus on individual cars
to the overall Nissan marque. It aims to appeal to people who haven’t
considered Nissan before as they think we centre on smaller models. The
campaign lays the foundations for major launches next year, including
our most important launch, the new Almera, which will compete with the
Focus and the Golf.’
The Primera is a family-sized car, designed to challenge the Vectra and
the Mondeo. It has been updated both inside and outside, with
engineering improvements including noise reduction.
The company aims to increase its market share from 4.5 per cent to 5 per
cent over the next three years. It also aims to shift emphasis from its
Micra brand to other models. The Micra accounts for 50 per cent of all
Nissan models sold in the UK.
Trevor Beattie, creative director of TBWA, said: ’This is traditionally
the sector that produces notoriously po-faced advertising. Nissan has
always had the self-confidence to smile. Hopefully, a few people will
recognise their colleague in the ad.’
The ads were written by Nigel Roberts, art directed by Paul Belford, and
directed by Nicholas Barker at James Garrett & Partners. Media buying is