Nissan Canada’s latest campaign is as vibrant as the new KICKS
21/10/2024
The “Get Your KICKS” campaign taps singer Charlotte Cardin and choreographers CDK Company to get you dancing.
The latest campaign for the all-new Nissan KICKS is as bold as the vehicle it advertises, featuring spots that exude the same energy and vibrancy as music videos or TikTok dances. Partnering with Charlotte Cardin, top CDK choreographers and TBWA\Canada (alongside its Montreal counterpart Tam-Tam\TBWA) produced a campaign and interactive content that reflects the KICKS’ dynamic personality.
To launch the new model in Canada, Nissan set out to create a truly unique campaign, drawing inspiration from what people share online: content that’s native, fresh, vibrant and engaging. In short, something that would spark interest and generate engagement from every possible buyer of the most advanced and capable KICKS yet.
“With the all-new KICKS, Nissan’s pushing boundaries and redefining what drivers can expect from their vehicle. It has a ton of technological features and embodies versatility, allowing drivers to go anywhere, especially thanks to its all-wheel drive. We want to convey confidence and a sense of freedom through every Nissan model, and this campaign reflects our goal to reinvent the driving experience every day,” said Alannah David-Clark, Senior Manager, Marketing Communications at Nissan Canada.
Breaking away from traditional advertising norms and clichés was essential at every point of the campaign, whether in terms of camera angles, the activities shown, and even the lifestyles presented. The objective was to speak directly to drivers who lead full, adventurous lives and who are under-represented or don’t subscribe to the conventions of “hustle culture.” That’s why Nissan swapped the stereotype of the stressed-out mother for a confident woman who’s radiant and at the top of her game regardless of where she’s at in life.
“This exciting, digital-first campaign is packed with style and swagger.Music and choreography highlight the new KICKS’ features, translating them into moments that resonate with drivers’ lives,” said Bill Chamness, Vice-President and Director of Strategy at Juniper Park\TBWA.
Quebecers will instantly recognize Charlotte Cardin’s track Feel Good, a catchy song that’s getting lots of radio play. According to Anne-Marie Lemay, Senior Art Director and Creative Lead for Nissan at Tam-Tam\TBWA, the team was careful to select a bilingual song from a local artist who’s known across Canada: “We wanted a song from a popular local artist, since the KICKS is an important vehicle for the Quebec market. And who better than Charlotte Cardin to convey our unique message with her upbeat tune?”
This campaign is part of Nissan's evolution to adapt to market realities in Quebec and the rest of Canada. It pushes the boundaries and redefines what drivers can expect from their vehicle, empowering freedom, confidence and exploration with each model.
The campaign launched across the country via television, online (including social media), and out-of-home signage.
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