Nissan Middle East Launches First-Ever Brand Campaign: “Defy Ordinary”
Nissan Middle East, in collaboration with TBWA\RAAD, announces the launch of its first brand campaign for “Defy Ordinary”, Nissan’s brand platform. Developed by Nissan United in Dubai, this powerful and daring platform has transcended Middle Eastern borders, extending and resonating all the way to Africa, India, Europe (including Russia), and Oceania.
This marks Nissan’s first-ever brand campaign in the Middle East, a historic moment that echoes the region’s relentless ambition and pursuit of excellence and innovation.
At its core, “Defy Ordinary” is more than just a campaign; it’s a bold manifesto. It is Nissan’s declaration to push boundaries and inspire those who dare to dream beyond the ordinary. This platform is a reflection of Nissan’s enduring legacy—a 90-year journey that has continually challenged norms, driven innovation, and built a brand from the ground up.
The campaign's film, launched in both Arabic and English, transcends the typical automotive commercial. This cinematic piece captures the essence of defying the ordinary, portraying stories of extraordinary individuals who have shattered barriers and redefined what’s possible. Through powerful storytelling, the film resonates deeply with the audience, creating an emotional journey that inspires resilience, courage, and unity.
Featured in the film are trailblazers such as Mishaal Ashemimry, the first female aerospace engineer in the GCC; Reem Al-Kuthairi, the first female sports pilot in the Middle East; Faisal Jawad, the Guinness World Record holder for fastest scuba diver; Ali Al Jabri, the first Omani sculptor with global recognition; Carla Chamoun, the first Lebanese singer to perform with Hans Zimmer; and Nayla Al Khaja, the first female Emirati filmmaker. These icons are not just characters in a commercial; they are living embodiments of the “Defy Ordinary” ethos.
In an industry increasingly focused on technology and sustainability, Nissan stands out by emphasizing the human experience. “Defy Ordinary” goes beyond showcasing advanced features; it celebrates the power and potential of the individuals who drive Nissan vehicles. This campaign is a response to a narrative that often sidelines the human spirit. While technology and innovation are integral, Nissan enriches lives by empowering people to transcend the ordinary and achieve the extraordinary. Nissan supports its customers’ journey with a legacy of excellence, advanced performance, and technology that harmonizes with the human spirit.
Complementing the film is a series of mini-films that dig deeper into the lives of the extraordinary individuals featured in the campaign. These episodes provide a raw and intimate look at their journeys—journeys that have not always been easy but are marked by determination, resilience, and an unwavering belief in the extraordinary.
At the heart of this campaign lies a manifesto that encapsulates the spirit of “Defy Ordinary.” It is a call to action—a challenge to turn the ordinary into extraordinary, to be bold, to be led by defiance, and to transform challenges into opportunities. This manifesto is not just about marketing; it’s a philosophy that permeates everything Nissan does, from its vehicles to its communications.
Reflecting on this milestone, Thierry Sabbagh - DVP, President KSA, Middle East - Nissan & INFINITI, stated: “With ‘Defy Ordinary,’ we are not just launching a campaign; we are igniting a movement. This platform is a celebration of the region’s indomitable spirit—a spirit that constantly defies expectations and sets new benchmarks for the world. Nissan has always been more than a car manufacturer; we are a brand that champions innovation, resilience, and the relentless pursuit of excellence. For 90 years, we have been at the forefront of pushing boundaries, from pioneering advanced automotive technologies to crafting vehicles that are not only a means of transportation but also a partner in life’s journey. ‘Defy Ordinary’ encapsulates our brand’s DNA—empowering people to dream bigger, challenge the status quo, and embrace the extraordinary. This campaign is a testament to our commitment to enriching lives and creating a future where the possibilities are limitless.”
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 our commitment to pushing the boundaries of what’s possible and turning ordinary into extraordinary.”
