Nissan Canada Campaign Has a Match for Every Kind of Fun

Revving their engines at the starting line of 2024, Nissan Canada is kicking the year off by encouraging drivers to have fun on every journey in their new campaign, ‘Sets You Free’. The campaign features a familiar face on the Canadian television scene. Karine Vanasse, a long-time Nissan Canada brand spokesperson in Quebec, takes the driver’s seat to show off her driving alter egos in the brand’s more popular nameplates. The campaign, created in collaboration with Juniper Park\TBWA and Tam-Tam\TBWA, speaks directly to Canadian drivers who are tired of the mundane and crave switching gears to a more exhilarating driving experience, regardless of the destination.

‘Sets You Free’ shows how Nissan unleashes every driving personality and inspires drivers to discover their own. In the campaign, you see Karine’s personalities multiply and come along for the ride as she transitions between the Nissan Z, Rogue, and ending in the Pathfinder. Nissan knows Canadians’ desires are different for every drive they go on. A fun night in town, adventuring in the wilderness, or racing to work should unleash a little something thrilling/ Regardless of the vibe of your drive, Nissan has a vehicle to fit your ever-changing needs.

“The campaign has a sneakily subversive quality to it. It skilfully pushes Canadians’ post-pandemic buttons, without calling them out,” says Bill Chamness, VP, director of strategy, Juniper Park\TBWA.

The campaign keeps things light and exciting, with an upbeat and energetic soundtrack, mirroring the feeling you get while driving a Nissan. A stark contrast to the traditional focus on brand spec and feature, Nissan turns the spotlight on the driver and their desires.

“Our vehicles are built to serve functional purposes, but there is a very emotional aspect to driving. The message of enjoying your drive is really the core of this campaign, connecting live moments and different aspects of people’s personalities in a light hearted way. We really enjoyed seeing the campaign come to life and hope it resonates with Canadians,” says Alannah David-Clark, senior manager, marketing communications, Nissan Canada Inc.

“There’s no denying that our vehicles reflect our personalities and lifestyles, and life’s too short to drive something that doesn’t make you live life a little more,” says Neil Walker-Wells, executive creative director, Juniper Park\TBWA.

The campaign launched on January 8th across Canada on TV, digital, social and display.