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Nissan Revs Up Product Launch Ad Blitz

7 June 1999

Automaker Debuts Latest Additions to Product-Focused 'Driven.' Ad Campaign

    GARDENA, Calif., June 7 -- Ed Sheehy, director of marketing
for Nissan North America, Inc., today announced the Phase II launch of the
automaker's nationwide "Driven." advertising campaign.
    The new ads, which air beginning next week, focus exclusively on Maxima,
Nissan's flagship sedan, and the Xterra sport utility vehicle (SUV).  Both
vehicles represent all-new editions to Nissan's acclaimed 2000 product lineup
and recently reached dealers show rooms.
    "Our recent launch of the 'Driven.' campaign focused first on capturing
consumers' attention while reacquainting them to Nissan's exciting new
products," Sheehy said.  "Phase I of the ad campaign highlighted five
vehicles: the Xterra SUV, Maxima sedan, Frontier Crew Cab, a face-lifted
1999.5 Pathfinder and the 1999 Quest minivan.  The new Phase II spots serve as
the campaign's next logical extension -- now we're looking to get people out
of their living rooms and into our showrooms."
    The new ads are completely product-focused and showcase various features
in each vehicle, along with engaging images and popular rock music that
reflects each vehicle's "personality."  Unlike the initial ads, "Driven."
campaign spokesperson Jerry Hirshberg will not appear in the Phase II Maxima
and Xterra product launch spots.  Hirshberg, president of Nissan Design
International, the La Jolla, Calif.-based studio responsible for designing
many of Nissan's newest vehicles, will continue to serve as the campaign
spokesperson in future ads.
    The Maxima ads -- featuring music from The Who, The Smiths and Seal --
portray the fifth generation sedan as a distinctive, "cut above" vehicle
combining the finest elements of performance and style.
    This is reflected in the "Cars like it: O." tagline appearing at the end
of the Maxima spot.  In addition, the Maxima ads highlight Maxima's new 222
horsepower, its expanded leather interior and the top of the line Bose audio
sound system.
    The Xterra ads demonstrate that this rugged, no-nonsense SUV is built for
the true outdoor enthusiast, as conveyed by the "Everything you need.  Nothing
you don't." tagline at the end of each Xterra spot.  Images of mud-drenched
mountain-bikers, outrageous skiers and snowboarders, and extreme surfers and
kayakers fill the screen in sync with Lenny Kravitz' Grammy winning hit, "Fly
Away."
    Both Maxima and Xterra ads will air in a combination of network, cable,
and spot television market buys.  In theatre spots have also been created
airing during the next month.  Advertising has been created by Nissan's
agency, TBWA/Chiat Day, based in Playa del Rey, Calif.
    In North America, Nissan's operations include styling, engineering,
manufacturing, sales, marketing, consumer and corporate financing, 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 more than 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.