TORONTO – January 14, 2014 – Let winter do its worst. Snow and ice may be the enemy, but they are easily conquered by the power of the Nissan Rogue.
That is the simple and clever message of TBWA’s latest national campaign for Nissan – coincidentally launching just as Canada is emerging from the Arctic Vortex, when battling the elements has been top of mind for anyone needing to leave the house.
The television and digital campaign shows a family facing the perils of evil snowmen determined to thwart its efforts to hit the road, TBWA said in a press release. But the driver has a not-so-secret weapon – he’s driving a Nissan Rogue, which has the power to make flakes of those snowmen without so much as a bump for his family.
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“The insight we started from is that winter is tough and oppressive and it sometimes feels like us versus Mother Nature,” said TBWA Chief Creative Officer Allen Oke. “We brought that insight to life – we personified the dreadful weather, making it hero versus villain which is how it often feels when you’re on the road.”
The Nissan Rogue is positioned as the hero and the perfect answer – it is made to conquer Canadian weather, with intuitive all-wheel drive and the power to get through the storm.
The :30-second and :60-second spots kicked off Saturday, January 11 on NHL and NFL games in three markets, with the full national television campaign beginning January 13.
“The message really is, the all-new Nissan Rogue delivers safety and versatility that you can trust, no matter what life throws at you,” said Oke. “The spots tell that story in an epic, fun way.”
