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LOS ANGELES TBWA\Chiat\Day this week unveils the next phase of its “Shift” campaign for Nissan.
The advertising “continues the dialogue that we started with consumers in 2002, when we first introduced ‘Shift,’ ” said Rob Schwartz, executive creative director at the Playa del Rey, Calif., shop.
Taking a cue from the software industry, the work relies heavily on the designation “2.0.” For example, titles such as “Excitement 2.0” and “Passion 2.0” zoom into view in a branding spot that shows accelerated drives through tunnels, urban landscapes and lush countryside.
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