Why Nissan Canada is turning routine trips into dance routines

The campaign for the latest Nissan Kicks model sees drivers running errands to a fashion retailer, which is also a restaurant and nightclub, the entrance to which is a dance floor spanning day and night.

The spot, by agency partner TBWA\Canada, heroes features like wireless touchscreen Apple Carplay and a Bose Personal Plus headrest audio system, and showcases choreography by dance company, CDK, set to Charlotte Cardin’s dance track, “Feel Good.”

Alannah David Clark, the automaker’s senior manager of marketing communications, says the ad is informed by Pinterest Predicts data, the platform’s trend-spotting model that analyses billions of searches made by nearly 500 million people. “We tested a variety of select social trends with our key buying audience,” she says, which skews slightly more female and is a target which values “getting things done.”

The spot is about making everyday moments exciting and enjoyable, a theme Nissan has explored in past work. It’s also built on incorporating key features, like its Bose headrest speaker, which David Clark calls a key differentiating feature that is class exclusive to the model.

The campaign launched this month and is being featured across Canada through OOH, TV, digital and social media channels.

“We’ve gone broad with many channels to reach our target,” David Clark says. “We even have a slew of influencers who will be spreading the new song and dance moves to the masses.”

The ad spend is “healthy, and strategically allocated based on our best data forecasting tools and partner recommendations.”

OMD handled the media buy. The French adaptation is by TamTam\TBWA.