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Nissan and "transcultural" agency True have taken it to the street big time for the 2005 Maxima's "Hotness" campaign. As True explains, the car "has been positioned in live street scenes that create an effect of an urban meltdown, causing nearby objects-such as street lamps, trash cans and parking meters-to melt and droop. The Maxima appears at prime locations in New York and Los Angeles, positioned beneath backdrops of large print ads that portray a burned, charred effect caused by the 'hot' Maxima. In New York, heaters and glowing lights are placed around the vehicles to enhance the ultra-sensory effect." There's also a True-produced TV spot, print ads and wildpostings. As for the outdoor, which seems to suggest a cross between Claes Oldenburg and a terrorist attack, "bystanders have been rubbernecking," says CD Christopher Davis, "and taking pictures with camera phones and e-mailing them to friends and family. It's viral outdoor advertising."

Client: Nissan Agency: True, Playa del Rey, Calif. CD: Christopher Davis CWs: Christopher Davis, Chava Noriega AD: Rojelio Cabral Print Producer: Amanda Frazier Art Buyer: Rob Beckon Photographer: Smith Nelson

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