Nissan tasks drivers to explore Australia’s many landscapes

Nissan is the latest auto brand to tap into Australian’s desire for an escape, illustrating how the new Navara can take drivers across all of the country’s many landscapes.

The campaign is the latest in an influx of marketing from the automotive sector. This week saw Subaru launch new work from The Works. The last couple of months has seen campaigns from Toyota, Hyundai, Kia, and Ford.

Vehicle sales were up in December with the Federal Chamber of Automotive Industries recording 95,652 sales for the month, up by 13.5% compared to December 2019. In 2020 a total of 916,968 vehicles were sold, down by 13.7% on the previous year. Light commercial vehicles, including dual cab utes like the Nissan Navara, accounted for 22.4% of sales.

The new ad for the Navara, set to Wolfmother’s ‘Joker and the Thief’, comes from Nissan United, the integrated global agency partnership between Omnicom’s TBWA and OMG.

The campaign was produced entirely in-house with Brian Patto as director. The film was shot over five days in undiscovered locations across South Australia and Victoria.

“The new Navara PRO-4X is tough and it was so much fun unleashing it across a variety of rugged terrains to showcase its capability and strength,” Patto said.

Geraldine Davys, Nissan Australia’s director of marketing, added: “We are really proud and excited to launch the new Nissan Navara in a way that is uniquely Australian. It’s one of the most important new car launches for Nissan in recent times, so we needed to ensure that we were broadening our appeal beyond the traditional tradie audience; to those who truly want to adventure off-road.”

The campaign involves a series of local activations across the entire Nissan dealer network as well as a national radio promotion that encourages Australians to get out and see more of the country.


Client: Nissan Australia
Creative and Media: Nissan United
Production: TBWA\Melbourne
Media: OMD


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.