Nissan North America is launching a new campaign for its completely restyled Sentra sedan featuring Academy Award-winning actress Brie Larson.
Themed “Refuse to Compromise,” the campaign from TBWA (part of Omnicom’s Nissan United unit) debuted today at 3 a.m. ET on Twitter. TV breaks March 11.
Creative highlights Sentra’s unexpected tech, refined interior and handling capabilities that make it “punch above its weight class,” says Allyson Witherspoon, vice president, marketing communications and media, Nissan North America.
“Our target customers for the new Sentra are accomplished, career-focused individuals who have a particular affinity for the entertainment industry,” Witherspoon tells Marketing Daily. “We are confident that a successful and ground-breaking woman like Brie Larson, with her unwavering spirit, will appeal to a broad audience.”
The sassy actress "perfectly embodies the spirit of the campaign," adds Witherspoon.
Larson "has also brought a unique point of view to the creative during the production process, advocating for diversity and inclusivity,” Witherspoon notes.
The spot shows a young professional woman who is about to compromise her career plans when Larson arrives in a Monarch Orange Metallic 2020 Nissan Sentra SR. During an action-packed joyride through downtown Los Angeles, Larson uses the Sentra to inspire the woman to make a case for what she deserves.
The spot shows Larson putting the car through its paces, creatively emphasizing how the mid-size sedan offers more standard safety technology than any other car in its class.
The spot launches exclusively on Twitter, where consumers across the country will be able to see the ad near the top of their feed through Twitter’s First View. The spot launches on national television next week, along with behind-the-scene footage on Nissan channels.