Nissan North America's Nissan Division, Gardena, Calif., will launch the 2001 model Frontier pickup Aug. 24 on national TV as part of what it's saying is a $25 million to $35 million multimedia effort. "I believe what [the Frontier] says is `Get out of my way,' " says pitchman Jerry Hirshberg, before his retirement Nissan's top U.S. designer, in one of two TV spots touting the truck's radical redesign and improved horsepower. A second round of commercials, also from TBWA/Chiat/Day
, Playa del Rey, and sans the Frontier designer, arrive Sept. 4. The so-called "night campaign" was shot at night outside and in a dark studio. The buy is about 70% TV, but there's also print, outdoor and Internet advertising.
Copyright August 2000, Crain Communications Inc.