Nissan 'Satisfaction Commitment' campaign

Nissan, the Japanese auto manufacturer, had slipped behind Toyota, Honda and Mazda. As the market hit recession in the early 1990s, it faced a double problem: declining sales volume and flat market share at best.
Agency: Chiat/Day/Mojo Inc. AdvertisingAuthors: I Forsyth, S Hancock, M Cook, M Schedlich and D Turney

Nissan 'Satisfaction Commitment' Campaign

 

INTRODUCTION

We have to remember what most car advertising was like before Nissan moved the goal posts on the field: glistening metal on rain-drenched streets at dawn; raw power and promises. It was a focus firmly fixed on the car and what psychological benefits it offered its owner. If that didn't get you, then low rate financing and cash back come-ons were designed to pry car buyers out of the woodwork. To all this, a new voice...

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