Nissan unveils 'Sunny' ads in Middle East

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DUBAI--Nissan's Dubai-based advertising agency, TBWA/RAAD, has tapped Nissan drivers to help launch the Japanese car manufacturer's "Sunny" model across the Middle East.

TBWA/RAAD invited Nissan owners and their families to Sunny's launch party -- then got an aerial snapshot of dozens of them arriving in their new Sunny cars.

The image will be part of a series of tongue-and-cheek ads reinforcing the Sunny pitch, says Ramzi Raad, chairman-CEO of newly established TBWA/RAAD Middle East.

"It's all in the spirit of `It's big,'" says Raad, echoing the launch tagline.

TBWA/RAAD is also unrolling five 15-second TV spots around the same "It's Big" theme for the larger-scale compact model. One features an Arab boy running laps around the car.

Beyond the United Arab Emirates, Sunny is also being launched in Saudi Arabia, Kuwait, Bahrain, Qatar and Oman. The campaign ad budget is about $1.5 million, Mr. Raad says.

Nissan represents TBWA/RAAD's first major client since the ad agency opened its doors in January. In late August, TBWA and Japan's Hakuhodo announced a joint venture to service global advertising communications for Nissan.

Copyright September 2000, Crain Communications Inc.

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