Nissan Oceania has launched of its new Nissan Navara campaign ‘Built for the Grit Shift’, via TBWA/Melbourne, which sits under Nissan’s ‘Defy Ordinary’ brand platform.
Running across Australia and New Zealand, the campaign is grounded in the notion that while most of the country sleeps, essential work keeps moving, outside daylight, largely unseen, relied on by everyone.
Recognised as the gruelling time zone before the day begins and after it ends, the Grit Shift is a period of physical, mental, and logistical effort defined by resilience.
Paul Reardon chief creative director TBWA\Melbourne said: “Often traditional Ute advertising fixates on brute strength; the vehicle, the driver, the rough terrain.
“Our challenge was to make Navara feel unmistakably real, because the real hustle isn’t just physical, it’s mental. So, we showed restraint, and put the focus on the quiet, unspoken toughness of the people who rely on Navara to get the work done, while the rest of us sleep.”
Stephanie Gwee creative director TBWA\ Melbourne said: “The insight around mental toughness gave us permission to change the grammar of Ute advertising. Instead of performance and posturing, we leaned into purpose, the calm resolve it takes to keep moving when no one’s watching.
“That’s why we filmed it entirely at night: to meet people on the Grit Shift and pay respect to the ones who keep both countries running.”
The film moves through a montage of other ‘Grit Shifters’: a farmer hauling a horse float through rain; a tradie working a rail yard late in the night, a fishmonger loading the days catch after an overnight haul.
‘Grit Shifters’ will live across TV, OLV, Digital, Radio, Social and OOH. Additionally, Nissan will deliver a media-first, digital OOH takeover across 68 sites in Australia.
Credits:
Nissan Australia
Director of Brand and Customer Experience, Nissan Oceania: Bilgen Tug
Senior Manager Brand, Marketing Communications & Sponsorship: Alison Clancey
Senior Manager, Media: Simon Chard
Marketing Communications Manager: Callum Maynes
TBWA\Melbourne
Chief Creative Officer: Paul Reardon
Creative Director: Stephanie Gwee
Creative: Ben Ryding
Creative: Claudia Sarosiek
Head Of Art And Design: Pat Sofra
Head of Planning: Virginia Pracht
Head Content Producer: Joel Morgan
Senior Producer (Film): Janine Wertheim
Director: Brian Patto
DOP: Richard Kendall
Editor: Chris Gillingham
Grade: Trish Cahill
Senior Motion and VFX Artist (Internal): Bryan Riley
VFX (External) – Parallel Post
Music: Air-Edel
Sound: Bang Bang Studios / Sam Hopgood / Justin Bodanac
Senior Producer (Photography): Tom Alber
Photographer: David Maurice Smith
Digi Op: Glenn Pokorny
Retouching: Kyle Black
Nissan United
Client Partner: Cameron Green
Senior Business Director: Sylvia Jahn
Business Manager: Harry Wilson-Robson
Group Account Director (Media): Rebecca Lloyd
Planning & Investment Director (Media): Evelyn Hamlett
Account Director (Media): Yvette Crimmins
Account Manager (Media): Leonora Manandi
