Anticipation Drives Nissan Altima Ad Campaign `Have You Seen It?'
13 August 1997Anticipation Drives Nissan Altima Ad Campaign `Have You Seen It?'
LOS ANGELES, Aug. 13 -- Five years ago, the launch of Nissan's affordable luxury sedan, the Altima(R), was reported by The Wall Street Journal to be the most successful in automotive history. Since that time, the Altima is associated with superior quality and performance. Now, with the unveiling of the new 1998 Altima, the only question to ask is, "Have you seen it?" Continuing with the benchmark approach found in Nissan's Popular advertising campaign, the Altima commercials integrate a blend of brand, product and retail spots. The launch of the new Altima is the company's first new product to be introduced under the award-winning "Enjoy the ride.(TM)" brand campaign umbrella. "With the excitement that's already been generated, and with the support of this comprehensive marketing campaign, the Altima is going to do extraordinary things for the brand," said Tom Orbe, vice president of marketing, Nissan Motor Corporation U.S.A. "We are confident the Altima is one in a series of products that will lead us to our goal of a 20 percent increase in sales by the year 2000." The new Altima campaign continues the "Enjoy the ride." theme, with its now-famous mystical Japanese character (loosely based on Yutaka Katayama who started Nissan's sales and marketing operations in the United States when vehicles were sold under the Datsun name). The character's ever-present query, "Have You Seen It?," is seen throughout the teaser phase of the campaign, that launched June 30, and includes bus wraps, bus shelters, posters and the magical man peeking over billboards. "People have told us how much they love our campaign and its character," said Orbe. "And as everyone has come to know, wherever the magical man is, wonderful things happen. Now, with the launch of a new Altima, we're telling everyone we have something special worth checking out." For the past year, Nissan has been recognized as a pioneer in creating advertising that consumers really want to watch -- zap-proof ads that tell a story. The "Enjoy the ride." campaign has been building to the Altima launch, setting the stage for blending product and brand into one campaign. The three Altima brand spots continue the storytelling technique by placing the vehicle in several unique scenarios. The first commercial takes viewers into a fairy tale like world where dreamlike music, scored by Danny Elfman, fills the air. The scene is set as a group of eager tourists venture off in a brightly colored bus to see the world's latest attraction. Magically, in the middle of rolling green pastures a new Nissan Altima is revealed, surrounded in grandiose fashion by red velvet ropes. In this unique new car introduction, viewers get an opportunity to see the Altima's luxurious, roomy interior and showcase the product at many different angles while being treated to a tongue-in-cheek commentary on human behavior. "Farmer" is a visual illustration of the Altima's performance aspects, depicting how the vehicle can transform even the most stoic individual. The spot opens on a farming couple surveying their old pickup truck. Concluding that the clunker needs replacing, the farmer heads into town to purchase, a new vehicle. Sometime later, with the Monkee's classic music track, "I'm a Believer," playing in the background, the farmer -- clearly a transformed man -- gleefully heads back home in his new Altima. When his wife asks what's come over him, the farmer replies, "I don't know, but I like it." The magical character comes into view and poses the question, "Have you seen it?" As showcased in "Witness Protection," the commercial illustrates that you'll get noticed driving the new Altima. With the tune of "Happy Trails" playing in the background, the scene is set as Mr. Symons is being prepared by two federal agents to enter the witness protection program. Equipped with all necessities for his new life -- new passport, driver's license, keys to his new house and car -- Mr. Symons heads to the federal bureau garage to his assigned car, a shiny new Altima. Emerging from the garage, Mr. Symons encounters a bit of a problem: his anonymity is being betrayed by all the attention the new Altima is attracting from people on the street. Mr. Symons ducks in the car to avoid being noticed. In the midst of the crowd, the magical man appears holding a "Have you seen it?" sign. The commercials, which started airing in mid-July, combine network and national cable buys, and cover all markets in which there are Nissan retailers. The launch campaign airs along with fun and engaging retail spots that keep with the entertaining values of the "Enjoy the ride." campaign. The retail spots feature beautiful shots of the new Altima and its compelling price point message. In North America, Nissan's operations include styling, engineering, manufacturing, sales, consumer and corporate finance, and industrial and textile equipment. Nissan in North America employs more than 20,000 people in the United States, Canada and Mexico and generates more than 70,000 jobs through its 1,500 Nissan and Infiniti dealerships across the continent. More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at http://www.nissan-na.com. SOURCE Nissan Motor Corporation U.S.A.