Advertising Campaigns: Nissan

Nissan North America Inc. (NNA) launched the new Hispanic advertising campaign, “Icons” to promote the 2006 Altima mid-size sedan. Television spots began Thursday, Nov. 3 during the Latin Grammy's on Univision. The spots will not air again until January in conjunction with the NationalHispanicmedia plan.

The “Icons” campaign, developed and created by New York based The Vidal Partnership (other clients include CENTURY 21, Buchanan's, DIRECTV, Heineken USA, Johnnie Walker, MasterCard International, Nissan, Old Navy, Sprint, The Home Depot), features two 30-second spots which will air on Spanish-language networks including Univision, Telemundo, Galavision, Telefutura and Fox Sports en Español. The campaign will also include online, print and billboard advertising. Brenda Mendoza, senior account director at The Vidal Partnership, said it was too early to talk about the specifics of the print campaign.

The TV spots use generic icon images, such as streets signs, brought to life through state-of-the-art animation. The Nissan Altima is the only real-life object in the spot. “Our task was to communicate that the Nissan Altima stands out in its category,” said Mauricio Galvan, VP executive creative director at The Vidal Partnership. “Through the use of animation, we created a generic world showing that the Altima goes beyond the predictable.”

The Vidal Partnership is responsible for providing strategic counsel and direction in reaching Hispanic consumers through advertising and other marketing extensions for Nissan's national and regional product and brand campaigns.