Advertising

Nissan launches multi-year partnership with actress Brie Larson

A new commercial starring Brie Larson and the 2021 Nissan Rogue launches this month.

Photo courtesy of Nissan North America
Nissan’s new “Rogue Gone Rogue” advertising campaign has a very familiar face as its star. The star of the show, in addition to the 2021 Rogue, is actress Brie Larson, who has just inked a multi-year deal to become the face of the brand.

In March it was announced that Larson would star in a new campaign for the redesigned 2020 Nissan Sentra. But, a lot has happened since then (you may have noticed). That campaign included the “Refuse to Compromise” ad starring Larson. The concept of the spot was moment in time that captures a young professional woman who is about to compromise on her career plans.

20 A March ad featured Academy Award-winning actress Brie Larson paired with the 2020 Nissan Sentra. Photo courtesy of Nissan North America

The new deal moves Larson to a brand ambassador role with Nissan allowing her to take an active role in select creative campaigns, support new model launches, and participate in employee and dealer events. Larson will also support the Nissan Foundation using her platform to bring visibility to the educational programming its grantees introduce in respective cities.

“I am thrilled to be expanding my role as Nissan's brand ambassador and collaborating on their philanthropic endeavors," said Brie Larson. "Finding a brand with mission-aligned values and an authentic connection to its workforce and customers is very important to me. Everything I've learned about Nissan supports those relationships at its core. I look forward to continuing our partnership both on- and off-camera."

"Brie embodies the Nissan spirit in her desire to challenge the status quo off-screen and her ability to bring thrill and excitement to on-screen roles," said Allyson Witherspoon, vice president and chief marketing officer, Nissan U.S. "When we previously worked with Brie on the Sentra campaign, she brought a unique point of view to the creative during the production process, advocating for diversity and inclusivity, which aligns with her interest in supporting the work of the Nissan Foundation."

The 360-degree “Rogue Gone Rogue” campaign kicks off November 9 with TV and online integrations, as well as strategic partnerships with Amazon and Atlas Obscura. The campaign’s “What Should We Do Today” TV spot features an adventure-seeking family that travels across numerous environments showing off the Rogue’s capabilities. Ultimately, they end up at the movies where Larson makes her cameo appearance, pulling up alongside them in her own 2021 Rogue.

The multi-tier Rogue campaign will also feature YouTube and Amazon takeovers alongside TV integrations on Univision, Discovery, and NBC. It includes TV, online video, print, radio, digital and social placements around family-focused content.

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The GMC Hummer EV SUV will finally make its debut in April.

Photo courtesy of GMC

The 2022 GMC Hummer EV is almost ready for production - expect to see it this autumn - so that means that it's time for the next chapter of the Hummer, the Hummer EV SUV.

The two models are expected to share powertrains, drivetrains, and much body structure. Think of it as the relationship between the Chevrolet Silverado and Suburban, or the Rivian R1T and R1S. Either way, it's a tried and true formula that works well given the vehicles' similar body sizes.

2022 GMC The GMC Hummer EV SUV (top) and truck (bottom) were teased ahead of the GMC Hummer EV's debut in stylized images. Photo courtesy of GMC

Because we're already seen the Hummer EV truck, we have an idea what can be expected from the Hummer EV SUV. The first Hummer EV, the Edition 1 model,. delivers 1,000 horsepower, has a 350-mile all-electric range, and goes for $112,959. In the ensuing years, GMC Is slated to deliver less powerful and far less expensive versions of the truck. This is a formula that likely plays out for the SUV as well.

Expect the dimensions and wheelbase for the SUV to be similar to the Hummer EV truck as well. Built on GM's new flexible architecture, the Hummer EV fits between the traditional and extended wheelbase sizes of the 2021 GMC Yukon and Cadillac Escalade. It's over a foot longer than the Hummer H2 and a few inches taller than the Ford F-150 Raptor.

What we don't know is if the truck's t-top-style Infinity Roof will be carried over into the SUV. It's likely that Crab Walk mode and Watts to Freedom launch mode will make the cut.

The 2022 GMC Hummer EV Edition 1 will have 350 miles of range coming from its GM Ultium battery pack. This is the same power supply the SUV will get.

GMC will unveil the Hummer EV SUV at 5 p.m. ET on April 3, 2021 and feature it during the NCAA Final Four. Reservations for the model will open immediately following the reveal on the same date.

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Bugatti is selling just 40 Divos worldwide.

Photo courtesy of Bugatti

Only 40 Bugatti Divos will be made. Four of them were recently delivered to U.S. customers. The latest customized version of the supercar to be delivered by the French automaker pushed the limits of what the Bugatti craftspeople are capable of. As company founder Ettore Bugatti once said: "If it is comparable, it is no longer Bugatti."

Meet the Bugatti Divo named "Lady Bug".

The Divo premiered in 2018 and shortly thereafter a prospective buyer and noted collector from the U.S. approached Bugatti with an idea in mind. They wanted a strict geometric pattern that featured diamond shapes in a unique color contrast on their Divo. The Bugatti design and development team set about figuring out how to make that happen.

Bugatti Divo "Lady Bug" design process

Photo courtesy of Bugatti

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Two special metallic paint colors were developed: Customer Special Red and Graphite. The diamond pattern was designed to run precisely from the front over the sides to the rear – matching the silhouette of the Divo.

Bugatti's team spend a year-and-a-half to develop and implement the technical and graphic solutions the Divo owner required. Adding the diamonds to the car was far more complex than they expected. They would have to be painted onto the body with precision and exact definition.

What made it so hard? According to Bugatti, "the digital patterns in the CAD program bear little resemblance to reality: owing to the three-dimensional, sculptural form of the Divo with its contours, curves and ribs, the 2D-printed diamonds became distorted on the surface of the exclusive hyper sports car. As a result, they had to be digitally modified."

Being off by as little as one millimeter would ruin the entire visual effect. The total would be 1,600 diamonds by the time the pattern was fully executed.

Weeks later, designers discovered a way to match the CAD data with reality. They ended up being able to pull the film over the deeply concave surfaces of the Divo without the diamonds becoming distorted or developing folds.

Bugatti Divo "Lady Bug" graphics application

Photo courtesy of Bugatti

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During the pattern's development, a test car was used to perfect the pattern. After the initial steps of the application process were applied to the customer's Divo, Bugatti's team need to remove each diamond. Graphite paint and a clearcoat were applied on top of the effect paint in Customer Special Red in order to invert the pattern. As part of this process, the paintwork was sanded, smoothed, checked, retouched and then re-sanded. All in, the total time spent on the paint on the customer's car alone was two weeks.

"Every Bugatti Divo is one of a kind. With the custom-made 'Lady Bug', Bugatti has demonstrated the full range of its customization expertise. What initially seemed impossible was executed to perfection by the designers and developers in collaboration with the customer," says Stephan Winkelmann, President of Bugatti."We are proud to have matched the customer's personal taste and expectations with this unique Divo. The car really demonstrates what the marque is capable of in terms of creativity and craftsmanship."

Bugatti Divo "Lady Bug"

Photo courtesy of Bugatti

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There were no changes to the car's W16 powertrain for the project.

Each Divo is priced at $5.6 million USD but buyers pay more depending on which options they choose. All Divos are produced by the Bugatti Alelier in Molsheim. The first deliveries of the supercar happened in August 2020. All models will hav been delivered by this spring.

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