"Nissan" I am your Father (Nissan goes Starwars)

‘Star Wars: The Last Jedi’ helps explain Nissan Intelligent — In the campaign, which features five TV commercials, Nissan uses the fantasy world of “Star Wars: The Last Jedi” to help consumers understand high-tech features like ProPILOT Assist, Automatic Emergency Braking (AEB) and Blind Spot Warning technologies. These are all part of the company’s Nissan Intelligent Mobility mission.

“Nissan” I am your Father (Nissan goes Starwars)

Nissan collaborates with Lucasfilm, in celebration of Star Wars: The Last Jedi, with an integrated marketing campaign to explain Nissan Intelligent Mobility. A year ago, Nissan collaborated with Lucasfilm Ltd. for “Rogue One: A Star Wars Story,” and also introduced the
2017 Nissan Rogue: Rogue One Star Wars Limited Edition, the first-ever Star Wars-branded full-size production vehicle. That campaign earned more than 1.8-billion impressions and led
to industry sales records for Rogue.

Nissan is returning to the collaboration again this year with “Star Wars: The Last Jedi,” coming to theaters on December 15. This campaign features the entire Nissan lineup and focuses on
key Nissan Intelligent Mobility technologies.

In the campaign, which features five TV commercials, Nissan uses the fantasy world of “Star Wars: The Last Jedi” to help consumers understand high-tech features like ProPILOT Assist, Automatic Emergency Braking (AEB) and Blind Spot Warning technologies. These are all part of the company’s Nissan Intelligent Mobility mission.

Electric vehicles and forthcoming autonomous drive can be intimidating concepts for consumers. These active driver-assist technologies – cars that can help you stop, help you steer and plug into the wall – can seem like science fiction.

Star Wars provides the medium to explain these technologies by leveraging the analogy of the symbiotic relationship between droid, pilot and craft: ex. BB-8, Poe Dameron and the X-wing Starfighter. Throughout the films, the onboard droids help the pilot have extra confidence to see what he or she cannot, to help anticipate obstacles and to help make the pilot feel more centered and confident. Nissan Intelligent Mobility provides the same function to the driver – Automatic Emergency Braking (AEB) helps brake the vehicle in an emergency, Blind Spot Warning helps to see what the driver cannot and Nissan’s new ProPILOT Assist begins the journey toward autonomous driving.

Star Wars provides the platform to make Nissan Intelligent Mobility approachable, while also giving Nissan a connection with the millions of Star Wars fans nationwide. In 2018, Nissan will leverage that connection from the national level down to local dealerships.

This year’s campaign is tied to the central theme of “Star Wars: The Last Jedi” – choice. The choice between the light side and the dark side. The campaign launches today and the movie arrives in theaters on December 15.

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