How TBWA/Chiat/Day used “Disruption” to refresh the Nissan brand

Nissan
Written By Fergus O'Carroll

Leslie Stone
Chief Strategy Officer
Nissan United
TBWA/Chiat/Day
New York

Connect with Leslie
LinkedIn / TBWA/Chiat Day

Elliott Bastien
Head of Strategy
Nissan United
TBWA/Chiat/Day
New York

Connect with Elliott
LinkedIn / TBWA/Chiat/Day

Since the downfall of CEO Carlos Ghosn, Nissan has been regaining its footing in both product and marketing. In 2019 the brand went through TBWA/Chiat/Day’s “Disruption” planning process, which attempted to realign enterprise-wide activities around a refreshed expression of the brand’s platform.

With its first ever U.S. brand campaign (yes, you read that right), its recent work with actress Brie Larson and Super Bowl work with Eugene Levy has marked an evolution. It’s not wholesale change, but an adjusted expression of what was. The line “Thrilling People at Every Turn” is, in essence, a return to Nissan’s roots. 

 
Fergus O'Carroll
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