Nissan: Fast Car, Still Images

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Nissan: Fast car, still images
On Wednesday, TBWA/Chiat/Day/Los Angeles officially unveiled its new positioning line for Nissan: "Shift." The line, which replaces the carmaker's long-running tag "Driven," will be launched on September 4 in a series spots from's Ralf Schmerberg that feature montages of inspiration and creativity, backed by a voiceover talking about what it means to "shift."

The first product spots for the 2003 Z, meanwhile, promote the fast car with still images from prominent photographers. In one, we see black and white pictures of police officers taken by renowned portrait photographer Mary Ellen Mark -- a setup for the line, "Let's be careful out there." Other spots for the Z -- all of which conclude with the "Shift" tag -- feature photography from Michael Kenna, Albert Watson, Neil Leifer and Elliot Erwitt.

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