Nissan Europe and Nissan United Launch a New Chapter of The Brand, "Defy Ordinary"

May. 17, 2024

Stepping into a new era of daringness, Nissan Europe, in collaboration with Nissan United, proudly reveals its new “Defy Ordinary” mindset through a 360 pan-European campaign for the new generation of the Juke.

Born out of a challenger mindset in Japan, Nissan has always been the brand that dares to do what others don’t. Its new claim, "Defy Ordinary", is a statement of its commitment to push boundaries and challenge convention. The new Juke launch campaign will be the first to embody this new brand direction, reflected in all future brand communications.

Coralie Musy, VP Nissan AMIEO said:

"Juke has always embodied Nissan’s spirit – bold, audacious, and unapologetically different. With the launch of Juke, we not only wanted to celebrate the vehicle and its attitude but also a brand philosophy – a philosophy that dares to defy ordinary.”

 

Since its launch in 2011, Juke has been a revolution, pioneering the now very popular compact SUV segment with its ground-breaking coupé crossover body type and distinctive design. Twelve years later, Juke continues to stand out, ranking among the top 10 best-selling cars in the UK in 2023 and again in 2024.

Now, it returns with a vibrant yellow color that catches attention at every turn. The most significant change of the car is on the interior, featuring new leather on the steering wheel and seats, along with a new 12.3-inch screen that enhances comfort and connectivity on every journey. Above all, the Juke is back with its iconic bold and daring attitude.

To communicate the bold and daring nature of this car, we expect nothing less than a bold and daring publicity. A digital and social-first campaign also sets a new standard for the brand’s content production, with more than 200 assets created to announce the arrival of the car.

The idea for the campaign embraces that brave spirit by taking an unconventional direction. Instead of shying away from the polarizing nature of the model – it is placed at the heart of the campaign. In a fresh and unexpected approach for an automotive commercial, we will follow the car as it cruises through the city, with two voice-overs in the back debating on whether they love or love to hate the car, playing with its divisive nature.

Carl&Philippe, ECDs Nissan United said:

“We are proud to have created a film based on a product truth that many brands wouldn’t have acknowledged: while some may not like this car, it has a huge fanbase. Nissan made a bold move leveraging that particular insight in the storytelling. We have a powerful message with an edge that we hope will make Nissan and Juke stand apart from the crowd and Defy Ordinary.”

 

To go further and stay true to the “Defy Ordinary” mindset all the way, Nissan has planned a digital-first campaign with punchy and dynamic assets that are sure to reach and captivate a younger and more connected audience. The key features of the car will be presented in content aligned with the latest social media visual trends. In order to always keep an element of surprise and freshness, more than 200 assets were developed in partnership with META to be delivered and refreshed over time.

Eduardo Crepaldi, Cluster Director Nissan United: 

“The Juke production was a first of its kind regarding asset volume ambition. Working closely with platforms was key in helping to create engaging & thumb-stopping social assets at scale.”

 

The campaign started in April across more than 15 markets in Europe and includes TVC, online video, social content, print, out-of-home and more.