Nissan Partners With Usain Bolt

The olympic gold medalist and the world fastest man Usain Bolt has been named the new ambassador for Nissan to help promote the GTR Sports car.

Nissan has launched its first-ever global brand campaign, including a series of airport billboards featuring Bolt and his Nissan GT-R. Titled “WHAT IF_”, the campaign features iconic Nissan products and technologies that represent Nissan’s innovations that excite. An association between Usain Bolt and Nissan came quite naturally, since he has been an owner of a Nissan GT-R since 2009.

The campaign is set to run multiple years, delivering Nissan’s unlimited and surprising innovation stories. It will hit all major airports in the world and will also cover all online media. Bolt’s reputation as a speedy man is on the line with the GTR’s reputation as a super fast car. He is the perfect man for the job.


Nissan press release:

“I was looking on the Internet and I came across the Nissan GT-R, and they (automotive media) were saying it was the best streetcar ever made,” said Bolt.

“Nissan GT-R is a wonderful car and perfect for me. I love everything in it. I enjoy driving it, and I feel completely safe, and that is the key thing for me.”

Nissan believes the “WHAT IF_” campaign has the legs to go the distance and announced that it has signed Bolt as its global frontman. In this high profile multimedia campaign, Nissan is provoking consumer curiosity with intriguing headlines, visually arresting imagery and innovative installations. This first ad featuring Bolt and the Nissan GT-R will appear in major airports around the globe on June 1. The campaign, which will eventually reach all major international airports, was developed and is handled by Nissan’s global agency, TBWA.

This campaign is the first activity of Nissan’s newly-formed global marketing organisation that was tasked last year to accelerate the company’s brand power in support of Nissan’s Power 88 mid-term business plan. Nissan’s Power 88 plan includes unprecedented investment in new markets, products and technologies to raise its presence across the globe. This campaign will boost the already-strong momentum achieved in key markets around the world.

The experience will be extended online with deeper storytelling and shareable contents. A dedicated global facebook fanpage uncovers a strong association between Nissan GT-R and Usain Bolt, and other stories. These contents will be communicated beyond the global facebook page using an innovative dynamic content distribution technology.

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