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NISSAN LAUNCHES ALL-NEW 2021 ROGUE WITH CREATIVE MARKETING CAMPAIGN, SIGNS MULTI-YEAR PARTNERSHIP WITH BRIE LARSON
| Date: 12 Nov 2020 |
Author Type: Press Release |
| Author: Nissan South Africa |
| Source: Nissan South Africa |
- Rogue
launch campaign follows families putting all-new 2021 Rogue to the test across
multiple environments and terrains
- Featuring cameo
from actress Brie Larson, launch campaign kicks off November 9
- Nissan
signs Larson to multi-year brand partnership in U.S.
NASHVILLE, Tenn. – Today Nissan launches the all-new 2021 Rogue with a
campaign designed to match the vehicle’s edgy, versatile and adventurous
personality. The 360-degree “Rogue Gone Rogue” campaign for Nissan’s
best-selling U.S. model in the industry’s largest segment begins on November 9
with TV and online integrations and strategic partnerships with Amazon and
Atlas Obscura.
Featuring a cameo by Academy
Award-winning actress and EMMY Award-winning producer Brie Larson, the campaign
follows families on their unique and varied adventures made possible by the
2021 Rogue midsize crossover.
Nissan extends partnership
with Larson
As part of the multi-year
partnership, Larson will collaborate with Nissan on a variety of on- and
off-screen activities. As a Nissan brand ambassador, she will take an active
role in select creative campaigns, support new model launches and participate
in employee and dealer events. Larson will also support the Nissan Foundation
using her platform to bring visibility to the educational programming its
grantees introduce in respective cities.
“Brie embodies the Nissan
spirit in her desire to challenge the status quo off-screen and her ability to
bring thrill and excitement to on-screen roles,” said Allyson Witherspoon, vice
president and chief marketing officer, Nissan U.S. “When we previously worked
with Brie on the Sentra campaign, she brought a unique point of view to the
creative during the production process, advocating for diversity and
inclusivity, which aligns with her interest in supporting the work of the
Nissan Foundation.”
For more than 28 years, the
Nissan Foundation has been working to foster a greater appreciation and
understanding of America’s diverse cultural heritage.
“I am thrilled to be expanding
my role as Nissan’s brand ambassador and collaborating on their philanthropic
endeavors,” said Brie Larson. “Finding a brand with mission-aligned values and
an authentic connection to its workforce and customers is very important to me.
Everything I’ve learned about Nissan supports those relationships at its core.
I look forward to continuing our partnership both on- and off-camera.”
Front and center: Rogue’s radical redesign
In the campaign’s “What Should
We Do Today” TV spot, an adventure-seeking family travels across many
environments taking advantage of the Rogue’s auto, eco and sport drive modes as
well as its snow and off-road terrain modes available on All-Wheel Drive
models. Ultimately, they end up at the movies where Larson makes her cameo
appearance, pulling up alongside them in her own 2021 Rogue.
“It’s a campaign that perfectly
demonstrates the appeal of the Rogue to families and anyone else seeking a
vehicle that has it all,” Witherspoon said. “Whether travelling in the
mountains, to the beach or the movies, the Rogue has all the technology, the
most standard safety offerings in its class, and family-friendly features to
enable an optimal driving experience.”
Nissan’s multi-tier creative
campaign for the Rogue is truly integrated with YouTube and Amazon takeovers
alongside unique TV integrations across Univision, Discovery and NBC. The campaign
continues with TV, online video, print, radio, digital and social placements
around family-focused content in the run-up to Thanksgiving and beyond.
Without a doubt, the Rogue
launch marks Nissan’s biggest and most important of the year.
“The all-new Rogue is a key
milestone in Nissan’s U.S. transformation plan,” Witherspoon said. “The
campaign to launch it had to be equally transformative. We’ve put together a
truly integrated plan that compellingly demonstrates why the 2021 Rogue demands
a closer look.”
Nissan was diligent about
taking safety precautions and enforcing social distancing among cast and crew
on the “Rogue Gone Rogue” set. For some scenes, the crew filmed the actors
individually and pieced the segments together in post-production.