Nissan Launches “Tough Love” Marketing Campaign

Nissan Launches “Tough Love” Marketing Campaign
Nissan Launches “Tough Love” Marketing Campaign

Nissan will launch a new marketing campaign this week, starring iconic American rock and reality star Bret Michaels, for its line of rugged commercial vans.

The comprehensive “Tough Love” digital and print effort breaks July 31st across a variety of social media and digital platforms, including AOL, Google, Fortune, Entrepreneur, Inc., Bizo, KKB, Edmunds, Cars Direct and Auto Traders.

Carrying the theme line “The tougher we test them, the more you love them,” the campaign is directed at small business owners looking for durable, efficient cargo and passenger vans.

Nissan commercial vehicles endure more than 6,600 tests during the development process, including being put through a 140-degree heat chamber, salt spray tunnel, frame twister, shaker machine, pothole-ridden roads and grueling brake tests.

The various testing procedures, which compress 13 years of real-world use into about three months, are shown in a series of individual product videos.

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The centerpiece full-length music video shows Michaels serenading various Nissan vans as he joins Nissan technicians during vehicle durability testing at Nissan’s Arizona Testing Center, a 3,050-acre facility in Stanfield, Arizona.

Filmed on location in 110° weather, the video gives a tough new spin to the classic ‘80s love song “Endless Love” – complete with fire, smoke and an instrument panel-mounted Bret Michaels bobble head doll. The video is posted on YouTube and the song is available for download at nissanusa.com.

The “Tough Love” marketing campaign was developed in conjunction with TBWA\Chiat\Day.

RMN News

Rakesh Raman