TBWA/Chiat Day tapped reality star/former Poison singer/sole proprietor of bandana manufacturers in 2014 Bret Michaels in their latest campaign for Nissan, entitled “Tough Love.”
The centerpiece of the new campaign, which celebrates the toughness of Nissan’s line of commercial vans, is a music video of Michaels covering “Endless Love,” the schmaltzy 1981 hit written by Lionel Richie. Just what you always wanted. The video alludes to a series of six product demonstrations at Nissan’s Arizona Testing Center while Michaels belts the tune into a golden microphone. Videos of the product demonstrations, featuring Michaels, are also available, and viewers who survive the full length of the music video are prompted to choose one of them to view. As it turns out, they’re a lot easier to stomach than the music video, and not just because they’re shorter. Credits and two product demonstration videos after the jump.
Credits:
Campaign: NCV Tough Love Campaign
Agency: TBWA\CHIAT\DAY \ Los Angeles
Client: Nissan
Product: Nissan Commercial Vehicles (NV Cargo, NV200, NV Passenger)
Chief Creative Officer: Stephen Butler
Creative Director, Americas: Tito Melega
Creative Director, Americas: Karl Dunn
Associate Creative Director: Liz Levy
Associate Creative Director: Jeff O’Keefe
Executive Digital Producer: Brian Jarmon
Executive Business Affairs Manager: Robin Rossi
Business Affairs Manager: Nora Cicuto
Art Producer: Kay Gautraud
Managing Director: Peter Bracegirdle
Account Director: Bonnie Schwartz
Management Supervisor: Val Tyll
Account Supervisor: Tony Burman
Account Group Assistant: Harry Osborne
Director Strategic Planning: Oke Mueller
Senior Strategic Planner: Leigh Davidson
Director Product Strategy: Joel Weeks
Senior Product Specialist for Video: Andy Galvin
Production Company: Prettybird
Director: Ace Norton
Editor: Micah Levin, Movie Magic Production, LLC
VFX: Ntropic
Music: South Music and Sound Design
Sound Design: Lime Studios