Gardena, CA–(HISPANIC PR WIRE – BUSINESS WIRE)–November 2, 2005–Nissan North America, Inc. (NNA) is reinforcing why the 2006 Altima is out of the ordinary through its new Hispanic advertising campaign, “Icons,” featuring iconographic images to demonstrate that the mid-size sedan goes beyond the expected. The television spots will debut on Thursday, Nov. 3 during the live airing of the Latin Grammy’s on Univision.
“We are thrilled with this new campaign for the Nissan Altima,” said Jan Thompson, vice president of marketing, NNA. “It truly communicates the Altima’s exceptional power and style as well as its unique positioning within the category. The strategy developed by The Vidal Partnership leverages consumer insights which inspired creative that ‘goes beyond’ the ordinary to connect emotionally with the Hispanic consumer.”
Two 30-second spots, “Icons City” and “Icons Suburbs,” will use generic icon images, such as streets signs, brought to life through the use of state-of-the-art animation. The Nissan Altima – the only real-life object in the spot – is threaded throughout this world of sameness to illustrate that the Altima is anything but generic.
The “Icons” campaign was developed and created by Nissan’s Hispanic agency of record, The Vidal Partnership, based in New York.
The agency is responsible for providing strategic counsel and direction in reaching Hispanic consumers through advertising and other marketing extensions for Nissan’s national and regional product and brand campaigns. These television spots mark the debut of Nissan Hispanic advertising for the award-winning agency.
“Our task was to communicate that the Nissan Altima stands out in its category,” said Mauricio Galvan, VP executive creative director, The Vidal Partnership. “Through the use of animation, we created a generic world showing that the Altima goes beyond the predictable. We are very excited about the campaign and believe it will generate excitement amongst the Hispanic consumer who is looking to get more from a sedan.”
The Icons spots, directed by Andrew Hardaway, will air on Spanish-language networks including Univision, Telemundo, Galavision, Telefutura and Fox Sports en Español as well as supported with online, print and out-of-home.
About Nissan North America
In North America, Nissan’s operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. More information on Nissan North America and the complete line of Nissan and Infiniti vehicles can be found online at http://www.nissanusa.com and http://www.infiniti.com.
The Vidal Partnership
Established in 1991, The Vidal Partnership is the largest independent Hispanic marketing communications agency in the U.S. The agency’s client roster includes CENTURY 21, Buchanan’s, DIRECTV, Heineken USA, Johnnie Walker, MasterCard International, Nissan, Old Navy, Sprint, The Home Depot and Wendy’s International. In addition to the New York headquarters, The Vidal Partnership has offices in Atlanta, Miami, Los Angeles and Dallas. Last year, the agency was named Advertising Age’s Multicultural Agency of the Year, and Agency of the Year by ADWEEK’S Marketing Y Medios. For more information, visit http://www.vidal-partnership.com.