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Nissan Launches Spanish Language Advertising Campaign

17 November 1999

Nissan Launches Spanish Language Advertising Campaign; Nissan Altima and Frontier Crew Cab Models to Be Promoted in U.S. Latino Markets
    GARDENA, Calif., Nov. 16 -- Nissan North America, Inc. (NNA)
and its Latino Advertising Agency, Ornelas & Associates, today launched a
Spanish language advertising campaign aimed at raising awareness of Nissan's
2000 Model Year Altima and Frontier Crew Cab models among Hispanic new car
buyers in the U.S.  The campaign is comprised of Spanish language TV and radio
spots as well as billboards in select markets with significant Latino
    "The advertising campaign leverages the brand equity Nissan enjoys among
key segments of the Latino market and provides a high level of product
features and benefits on two of our most exciting vehicles," said Peter
Goodwin, Corporate Manager of Nissan Advertising.
    Featured in the Spanish language ads are the Nissan Frontier Crew Cab
Truck with four real doors and the Altima Mid-Size Sedan, Nissan's volume
sales leader.  Along with the Xterra SUV and Maxima Flagship Sedan these are
among the latest and hottest products introduced by Nissan.  Other exciting
products include the sophisticated Nissan Pathfinder, Frontier Truck and Quest
Minivan, which continue to support the Nissan franchise with strong sales and
brand recognition.  In addition, Nissan will introduce an all-new 2000MY
Sentra early next year, which will be built at Nissan's Mexicana plant
(NISMEX) in Aguascalientes, Mexico.
    "Using the tag line 'Sobrepasa' (overtakes or surpasses), the Latino
initiative seeks to extend the marketing momentum developed by the 'Driven' ad
campaign and Nissan's new model introductions in the general market," said
Victor Ornelas, president and CEO of Ornelas & Associates.
    Ornelas & Associates is a Latino-owned advertising and marketing
communications agency with more than $25 million in billings.  Among current
clients on the agency roster are:  Anheuser-Busch, Bank One Corporation, GTE,
Kimberly-Clark Corporation and Taco Bell.
    In North America, Nissan's operations include automotive styling,
engineering, consumer and corporate financing, sales and marketing,
distribution and manufacturing.  Nissan in North America, which includes
employees and facilities in the United States, Canada and Mexico, generates
more than 90,000 jobs, approximately 20,000 directly and over 71,000 through
approximately 1,500 Nissan and Infiniti dealers across the continent.  More
information on Nissan in North America and the complete line of Nissan and
Infiniti vehicles can be found online at or contact the
corporate media line at 310-771-5631.