DALLAS Nissan's campaign for the 2007 Sentra takes a documentary approach to the theme "7 Days in a Sentra" with TV spots, Webisodes and outdoor ads from TBWA\Chiat\Day, the client said.
A two-minute commercial shows a man living in his Sentra for seven days, Nissan said.
The campaign derived from research photos of 20-30-year-old drivers who essentially lived in their Sentras, carrying items such as gym clothes, sports equipment, music, food and ways to communicate with the outside world.
Jan Thompson, Nissan's vice president of marketing, said 168 hours of film were shot over a seven-day period in and around Los Angeles.
Marc Horowitz, a photographer's assistant and San Francisco native, is the central character of the campaign.
During the week, he had to prepare at least four meals in the immediate vicinity of the Sentra; could not set foot outside the car for any reason 12-5 a.m.; and was required to host at least one social function in the car.
Horowitz was not allowed to return to his apartment during the seven days.
Thompson said the campaign exploits pop culture trends with episodic story structure, real-life adventures, blogging and vlogging.
"With this approach, we're moving away from 'interrupting' our consumers and toward creating opportunities to interact with them," Thompson said. "I think we also transition from storytelling to conversation."
Omnicom Group's TBWA\C\D is based in Playa del Rey, Calif.
Other agencies involved in the campaign include OMD, Tequila, The Vidal Partnership, Edelman and The Designory.
Nissan spent $870 million in U.S. measured media last year, per Nielsen Monitor-Plus.
Spending on the new Sentra effort was not immediately available.