TBWA/Chiat Day Taps Bret Michaels in ‘Tough Love’ for Nissan

By Erik Oster 

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.



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