Being True to Nissan

Nissan North America has approved creative concepts for the first work from True, the new multicultural shop hired by the car maker last summer to handle ads targeting African-American consumers.

The ideas are “provocative,” yet still “within the tone and character” of Nissan’s general-market efforts, said Steve Wilhite, Nissan’s vp of marketing. As such, he added, “We will run this in the general market as well as African-American-specific media.”

Like other Nissan advertising, the work, which Wilhite declined to describe further, will incorporate the “Shift” theme that Nissan and lead agency TBWA\Chiat\Day introduced in August.