• Brandweek, Friday, June 16, 2006 12:15 PM

Automaker Nissan has turned to the geeky world of computer-speak for inspiration in the next phase of its ongoing "Shift" campaign for a handful of new nameplates. Relying heavily on the designation "2.0"--most commonly associated with the software industry,--new Nissan spots feature titles like "Excitement 2.0" and "Passion 2.0" that zoom into view in a branding spot that shows accelerated drives through tunnels, urban landscapes, and lush countryside. A voiceover promises: "Five new vehicles. All have our best ideas in them. The next generation of Nissan thinking for the next generation of Nissan driving." Nissan is planning to launch five new nameplates in coming months, beginning with this week's introduction of the Quest, which will be followed by Maxima, Versa, Sentra, and Altima. "'Shift' has been a very successful campaign for us, as well as a challenge for new or better ways to go to market," said Michelle Erwin, senior manager of marketing communications at Nissan North America in Gardena, Calif. Nissan spent $870 million on U.S. ads last year, and nearly $200 million in the first quarter of 2006.

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