Agency

Nissan United

Industry

Automotive

ProjecT

Multicultural Campaign

Making Nissan’s

Town Of Basic…

A Lil'
Less Basic

By Reppin’ Every Burb, Block & Barrio

Nissan’s newest campaign had the charm, wit and silly but it was still missing some character–More specifically missing some diverse characters. So we set to ‘destinations only known’ to a select few of us creative to produce multicultural spots that resonated with Black and Hispanic audiences to move the needle forward and make the Town of Basic even more inclusive

  • Nissan’s “Town of Basic” retail campaign created a surreal world where nothing ever happens at least until a Nissan visits the town. While this product first evergreen campaign was developed for the general market, it lacked the insights for Black and Hispanic drivers who represent a huge share of U.S. car buyers.

  • So to created a genuine connection with the AA and HM markets this campaign needed more than just ‘subs and dubs’.

    Nissan needed to commit to showing up and showing off diverse voices to reflect the culture and perspectives of their newest target demographics… or risk alienating them in a campaign developed for it’s universal appeal.

  • The Town of Basic had almost arrived at it’s destination but before they could be ready for general market we needed to make a pitstop to produce transcreational spots that added swagger and cultural nuance. I pulled from my own lived experiences as a creative (and driver) of color so we could ensure authenticity and contribute even more charm to Basic.

  • The new multicultural work extended across broadcast, digital, and social that was tailored specifically for AA and HM audiences.

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IF YOU BUILD IT
THEY WILL COME

Building Basic

Nissan United is a team made up of different agencies within the Omnicom network lead by TBWA for all of Nissan’s advertising. We worked with film director Noam Murro and VFX artists to make the surreal town of Basic feel like a real place.

Results

The multicultural campaign moved the needle forward in sales and minority customer perceptions, impacting the broader market with a lasting, celebrity-free evergreen campaign still running today.

Media Coverage

SO WHAT’S NEXT?

From making Nissan more inclusive to reinventing American icons like Chevy and Dodge for the electric age, see how I put auto brands back on the fast track.
Chevy Case Study

SO WHAT’S NEXT?

From making Nissan more inclusive to reinventing American icons like Chevy and Dodge for the electric age, see how I put auto brands back on the fast track.
Dodge Case Study

SO WHAT’S NEXT?

From making Nissan more inclusive to reinventing American icons like Chevy and Dodge for the electric age, see how I put auto brands back on the fast track.

Chevy Case Study

SO WHAT’S NEXT?

From making Nissan more inclusive to reinventing American icons like Chevy and Dodge for the electric age, see how I put auto brands back on the fast track.

Dodge Case Study