Nissan Takes Emotional Route For Altima Sedan

TBWA\Chiat\Day’s first Nissan effort under creative director Joe Shands, who admits he’s “not really a car guy,” takes a more emotional approach for the Altima sedan.

“We’re going to strategically return to the ‘cure for the common car’ platform,” said Rob Schwartz, executive creative director of the Playa del Rey, Calif., shop. “The shift is that the [sedan] category is typically a left-brain purchase. Here, we’ve tapped into the right brain. We’ve calibrated the campaign to be more emotional.”

Shands said Schwartz and TBWA\ C\D worldwide chief creative Lee Clow told him that for Nissan, “we’re going to have conversations with consumers, not just show the metal.”

“You want to show it, see it going fast, admire the interior,” he said.