Nissan launches multi-year partnership with actress Brie Larson
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.
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.