Nissan “Driven’ to Extreme Sequel

LOS ANGELES-Extreme sports are in and auto designer Jerry Hirshberg is out in Phase II of Nissan North America’s “Driven” campaign from TBWA/Chiat/Day. Six TV spots, which focus on the Xterra SUV and Maxima sedan, break next week.
The Xterra spots, which show kayakers and surfers in action, tout accessories-heavy duty roof racks, integrated first aid kits-that are likely to appeal to the target market of males 24-39. A voiceover states, “Everything you need. Nothing you don’t,” and, “Choose your sick days wisely.”
Maxima spots target males around 40. They show the speeding car and images of the vehicle’s interior with copy such as, “Years in development: 5,” “Hours spent obsessing: 303,184” and “Cars like it: 0.” The Nissan logo and “Driven” tag close all the spots.
TBWA/C/D’s Nissan account director Robert LePlae said ideas for the Xterra ads were bounced off outdoorsy types. Nissan is hoping Xterra will find a niche between full-size SUVs like the Ford Explorer and smaller ones like Honda’s CRV, added Nissan marketing director Ed Sheehy.
The Maxima is being positioned for consumers who want a sedan with more power and amenities than Toyota or Honda models, Sheehy said.
Spending on Phase II was not disclosed, but Nissan spent $35 million in the first two months of 1999 and $340 million in ’98.