Nissan and TBWA/Chiat/Day Pick Up "Good Vibrations"

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Nissan 'Good Vibrations'
Operating under Nissan's brand mantra "Shift," TBWA/Chiat/Day/L.A. has created three branded films that will appear on the menus of on-demand television services like TiVo and DirecTV's Sunday Ticket. Dubbed vodpods, for their four-minute video on-demand pockets, Nissan's media buys started in the fall with ads and behind-the-scenes films for the Z car and Titan. But at the end of November, remote-wielding football fans had the choice to watch a film called "Good Vibrations," a documentary about enthusiasts of electronic football who belong to a league called the EFL, on their menus. "We all loved those toys and thought it would be fun," says creative director Joe Shands, "but we did our research and found out that there is a huge league here in L.A. and all over the country people get way into it. It's a very passionate game that people play." The translation to Nissan is in the film's tag, "Shift_Passion." "I think that the line at the end is important," says Shands, who emphasized the importance of the target audience when asking them to opt in to marketing. "Nissan loves building cars and trucks as much as you love watching your favorite football team. We're excited to take advantage of this opportunity."
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