Nissan Z

Nissan’s iconic model - the one they feel best represents the spirit of their company - is the Z. It’s a sports car for the driving enthusiast that doesn’t cost an obscene amount of money. You don’t buy it for functional purposes, you buy it for the fun of it. For the 2009 launch of the new Z, they asked us to come up with a multi-media campaign that highlighted the thrill that the Z can provide.

With everyone moving indoors to get their kicks, we thought we’d challenge the notion of what entertainment really is. As people try ever harder to get entertainment technology to simulate life, why not go for the real thing?

So we repositioned the strategy of the car:

The new Z is not transportation. It’s an entertainment machine.

Its competition is not Honda, Ford or Toyota.
It’s MGM, EA, Universal, and NBC.

While other companies are desperately trying to make their TV, movies, and video games as life-like as possible, we have something they’ll never have: the real-life adrenaline rush of driving a Z.

The idea we presented used media to subvert media. Where people went to look for entertainment - we were there to point out out that the Z is a 330 HP entertainment machine.

ACD/CW: Kristina Slade
ACD/ADs: Rodrigo Butori, David Dao
CW: Michael Richardson
AD: Bory Chung
CDs: Perry Fair, Justin Prough