NISSAN BREAKS CAMPAIGN FOR NEW SUV

Ads for Murano Continue 'Shift' Theme

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NEW YORK (AdAge.com) -- Nissan North America is set to break a new campaign today for the Murano, the company's crossover sport utility vehicle that launched in December 2002.

The advertising from Omnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif., will appear in print, on TV and as part of outdoor, online and direct-mail communications.

Finding treasure
The creative is centered on the

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theme "Adventures in On-Roading" and shows a variety of situations in which the driver finds a unique treasure, such as an antique or a rare wine. The work also continues Nissan's "Shift" umbrella tagline that is meant to convey the boldness and originality of the automaker's products. Copy for the Murano will include the tagline "Shift Adventure."

The national media plan is aimed at 35 to 54 year olds who are married without children, or whose children are grown up. The TV buy includes NBC's Frasier and Law & Order and cable outlets such as A&E and HGTV. Print media includes Gourmet magazine and Business Week.

Ad spending was not disclosed. Nissan Motors, the dealer association and local dealers spent $644 million in measured media between January and June 2002, according to Taylor Nelson Sofres' CMR.

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