December is the month traditionally reserved for big cinematic debuts. Add to the list the latest work from Nissan and TBWA\Chiat\Day LA, helmed by feature film director F. Gary Gray (The Italian Job, Law Abiding Citizen). The track accompanying the spots is “Y.A.L.A.” from global artist M.I.A.’s latest album Matangi.
The two new spots celebrate the energy and boldness of the newly redesigned Nissan Rogue, capitalizing on Gray’s flair for action and excitement. In the hero spot – Commute – an ordinary carpool turns into a full-throttle action sequence usually reserved for only the most adventurous feature films.
“Rogue has become a key player in the highly competitive compact SUV market – addressing both the functional and emotional needs of buyers while offering great value,” said Jon Brancheau, vice president, Marketing Communications & Media, Nissan North America, Inc. “The totally redesigned 2014 Rogue adds a new level of bold emotive styling, a premium interior created with comfort and multitasking in mind, and an array of available affordable technologies – all of which come through in these exciting new spots.
Commute launches in cinema on December 20 and in broadcast TV on December 22. The first spot in the new Rogue campaign, Pick Up, began airing earlier this month. Both will also be showcased in a prime media placement in New York’s Times Square throughout January, running across five major buildings. In the same locations on New Year’s Eve, during the countdown to midnight, animated digital billboards will showcase the all-new 2014 Rogue. The digital billboards will also feature a film that celebrates all of Nissan’s most exciting moments. The creative will be refreshed and run throughout January 2014, along with other elements.
“Through using a great feature film director and a brand-new exciting track hot off M.I.A’s album, we start to tell the exciting story around the Rogue and its bold yet versatile driving experience,” said Rob Schwartz, global creative president, TBWA\Worldwide, New York
The 2014 Nissan Rogue is on sale now at Nissan dealers nationwide, with a starting M.S.R.P.* of $22,490 USD. The second best-selling vehicle in Nissan’s U.S. lineup, Rogue is offered in S, SV and SL models. Fuel economy is rated at a best-in-class** 33 mpg highway for front-wheel drive models – representing an 18 percent improvement in highway fuel economy versus the 2013 model.
Available Rogue technology features include:
- NissanConnectTM with Navigation
- NissanConnectTM Apps
- Around View® Monitor with Moving Object Detection
- Blind Spot Warning
- Lane Departure Warning
- Forward Collision Warning