Go, Speed Tuner!

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Possibly the most ambitious new-media car promotion since BMW Films, Master of the Sixth Speed, a four-minute anime touting Nissan's 2002 SE-R Spec V, is getting a massive CD-ROM rollout in the buff books this month. The new Nissan is aimed at performance compact enthusiasts, or "tuners"; a subculture based around customizing Japanese imports like the Honda Civic. The film features a futuristic high-speed chase in the SE-R to recover specs for the new model. (The specs land in the wrong hands at the film's end, leaving plenty of room for a sequel.) More than a million CD-ROMs with the film, backstory, music tracks and specs for the SE-R will be distributed. "Our task was to not just come in here and say, 'Here's the car for you tuner guys,'" says Chiat ECD Rob Schwartz. "We wanted to have something that was a little more gentle, a little more of a discovery campaign."

Client: Nissan Agency: TBWA/Chiat/Day/L.A.. CDs: Rob Schwartz, Chris Graves AD: Bill Hornstein CW: Michael Collado Interactive CD: Gary Smith Designers: Dylan More, Pat Cinco Producer: Starla Terrell Broadcast Producers: Richard O'Neil, Debra Wittlin, Mark Johnston Animation/Effects: Vinton Studios, Celluloid Studios, Rhythm & Hues Music: Elias

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