Nissan recently unveiled its first brand-centric campaign under the Defy Ordinary platform, honouring individuals who have redefined the limits in their respective fields. Having been conceptualized and launched in the Middle East last year, ‘Defy Ordinary’ is Nissan’s guiding brand platform that has now been rolled out in multiple markets across the Middle East, Africa, India, Europe and Oceania.
At the heart of this campaign lies a visually captivating film that transcends conventional automotive storytelling, highlighting key moments of glory for extraordinary Middle Eastern individuals. Through this campaign, Nissan not only celebrates these remarkable professionals but also reaffirms its dedication to creating vehicles that embody innovation, safety, and the extraordinary.
Set to a bold manifesto that encapsulates the spirit of the platform, the minute-long video unfolds with shots showcasing Nissan’s diverse lineup, navigating through various elements, each design showcasing cutting-edge innovation. The momentum transitions seamlessly to an aerospace engineer soaring through the skies, capturing the spirit of ambition. As the scene dives into the ocean, the car’s interior becomes a serene sanctuary. The story then shifts to a filmmaker orchestrating scenes of speed and precision, including a pilot driving the Nissan Z in all its glory on her favourite track— the runway. As the video reaches its climax, the camera pans across a vast, sun-drenched desert, where a fleet of Nissan vehicles charges forward in unison, their silhouettes cutting through the golden sands. Each model, from the iconic Patrol, and adventure ready X-TRAIL to the futuristic ARIYA, showcases the brand’s versatility and unwavering commitment to performance.
Thierry Sabbagh, Divisional Vice President, President Middle East, KSA – Nissan, INFINITI, said, ‘Defy Ordinary’ captures the essence of Nissan’s identity—pushing the limits of innovation to transform the everyday into something remarkable. For over 90 years, we’ve consistently pushed boundaries, crafting vehicles that resonate with those who dare to challenge the norm. This campaign is a true testament to Nissan’s dedication to empowering the region’s ambitious spirit and driving forward a future filled with limitless possibilities. Our customers and partners are integral to this journey, as they continually inspire us to deliver vehicles that not only meet but exceed their expectations, fostering a culture of collaboration and shared success.”
The film captures the compelling journeys of exceptional individuals across the Middle East, each embodying the perseverance, courage, and ambition that ‘Defy Ordinary’ represents. These trailblazers, who challenge the status quo and push the limits of what’s possible, include:
- Mishaal Ashemimry: The first female aerospace engineer in the GCC and the first Saudi woman to join NASA, embodying boundless ambition.
- Reem Al-Kuthairi: The first female sports pilot in the GCC, soaring beyond conventional expectations.
- Faisal Jawad: Emirati Scuba Diver and Guinness World Record holder for the Fastest 400m underwater in a wheelchair, showcasing determination and human endurance.
- Ali Al Jabri: Globally recognized Omani sculptor, transforming creativity into timeless masterpieces.
- Carla Chamoun: Lebanese singer who performed with Hans Zimmer, exemplifying the power of artistic expression.
- Nayla Al Khaja: The first Emirati female filmmaker, redefining cultural boundaries through storytelling.
Brought to life in collaboration with Nissan’s creative partner TBWA\RAAD, the film, featured across various social, digital and broadcast platforms including Nissan Middle East’s official YouTube channel, invites audiences to experience how the brand continues to push the boundaries of what’s possible, just as these individuals have done in their own fields.
Commenting on the partnership, Reda Raad, Group CEO of TBWA\RAAD, adds, “For over two decades, Nissan has been a valued partner of TBWA\RAAD. Together, we have created a legacy of groundbreaking campaigns, and ‘Defy Ordinary’ is the pinnacle of our shared vision. This campaign is more than just a creative endeavor; it is a testament to Nissan’s commitment to pushing the boundaries of what’s possible and turning ordinary into extraordinary.”