Nissan DEFY ORDINARY: Embracing Innovation with the New Juke
Nissan Europe, in collaboration with Nissan United, has boldly stepped into a new era with the launch of its “DEFY ORDINARY” campaign for the new generation of the Juke. This 360 pan-European campaign is a testament to Nissan’s commitment to pushing boundaries and challenging conventions.
The Spirit of Defiance
Nissan, a brand born from a challenger mindset in Japan, has always dared to do what others don’t. The new campaign slogan, “DEFY ORDINARY,” embodies this ethos, setting a new direction for all future brand communications. The Juke launch is the first campaign to reflect this daring spirit.
A Revolution in the Making
Since its debut in 2011, the Juke has revolutionized the compact SUV segment with its distinctive coupé crossover design. Twelve years later, the Juke continues to stand out, ranking among the top 10 best-selling cars in the UK in 2023 and 2024. The latest iteration of the Juke features a vibrant yellow color, new leather interiors, and a 12.3-inch screen, enhancing both comfort and connectivity.
Bold and Daring Campaign
To communicate the Juke’s bold and daring nature, Nissan has designed a campaign that mirrors these qualities. This digital and social-first campaign sets a new standard for the brand’s content production, with over 200 assets created to announce the arrival of the new Juke. The campaign embraces the car’s polarizing nature, using it as a central theme.
In an unconventional approach for an automotive commercial, the Juke is followed through city streets with two voice-overs debating whether they love or hate the car. This playful take on the car’s divisive design highlights its unique character.
Engaging a Younger Audience
True to the “DEFY ORDINARY” mindset, Nissan’s digital-first campaign features dynamic and punchy assets aimed at captivating a younger, more connected audience. The car’s key features are presented in content that aligns with the latest social media trends. In partnership with META, over 200 assets have been developed to keep the campaign fresh and surprising over time.
Multi-Market Reach
The “DEFY ORDINARY” campaign launched in April across more than 15 European markets. It includes a variety of media channels such as TV commercials, online videos, social content, print, and out-of-home advertising. This extensive reach ensures that the campaign resonates with a wide audience, reinforcing Nissan’s bold new direction.
Conclusion
Nissan’s “DEFY ORDINARY” campaign is a bold declaration of the brand’s innovative spirit. By embracing daring design and forward-thinking features, the new Juke exemplifies Nissan’s commitment to challenging conventions. This campaign not only highlights the unique attributes of the Juke but also sets a new benchmark for automotive advertising.
Join Nissan in defying ordinary and embracing a more daring and innovative future with the new Juke.
4oNissan Europe’s new “DEFY ORDINARY” campaign showcases the bold new Juke, embracing daring design and innovative features to challenge conventions.Nissan Europe’s new “DEFY ORDINARY” campaign showcases the bold new Juke, embracing daring design and innovative features to challenge conventions.
