Nissan Debuts New Campaign @ Latin Grammy Awards.

Nissan North America, Inc. (NNA) is reinforcing why the 2006 Altima is out of the ordinary through its new Hispanic advertising campaign, “Icons,” featuring iconographic images to demonstrate that the mid-size sedan goes beyond the expected. The television spots debuted on Thursday, Nov. 3 during the live airing of the Latin Grammy’s on Univision.

“We are thrilled with this new campaign for the Nissan Altima,” said Jan Thompson, vice president of marketing, NNA. “It truly communicates the Altima’s exceptional power and style as well as its unique positioning within the category. The strategy developed by The Vidal Partnership leverages consumer insights which inspired creative that ‘goes beyond’ the ordinary to connect emotionally with the Hispanic consumer.”

Two 30-second spots, “Icons City” and “Icons Suburbs,” will use generic icon images, such as streets signs, brought to life through the use of state-of-the-art animation. The Nissan Altima – the only real-life object in the spot – is threaded throughout this world of sameness to illustrate that the Altima is anything but generic.

The “Icons” campaign was developed and created by Nissan’s Hispanic agency of record, The Vidal Partnership, based in New York.

The agency is responsible for providing strategic counsel and direction in reaching Hispanic consumers through advertising and other marketing extensions for Nissan’s national and regional product and brand campaigns. These television spots mark the debut of Nissan Hispanic advertising for the award-winning agency.

“Our task was to communicate that the Nissan Altima stands out in its category,” said Mauricio Galvan, VP executive creative director, The Vidal Partnership. “Through the use of animation, we created a generic world showing that the Altima goes beyond the predictable. We are very excited about the campaign and believe it will generate excitement amongst the Hispanic consumer who is looking to get more from a sedan.”

The Icons spots, directed by Andrew Hardaway, will air on Spanish-language networks including Univision, Telemundo, Galavision, Telefutura and Fox Sports en Español as well as supported with online, print and out-of-home.