Nissan Australia has rolled out a national integrated campaign to showcase its e-Power technology, accompanied by a new visual identity for the brand. The campaign was created by Nissan United, a division of TBWA.

Led by a 30-second TVC, the campaign highlight the benefits of Nissan’s e-Power technology - a hybrid system that combines electric and petrol power, eliminating the need for plug-in recharging.

The TVC features the X-Trail e-Power in a playful chase with a futuristic, battery-charged droid across the Australian landscape, set to a rendition of 'Sweet Disposition' by Australian indie rock band The Temper Trap.

"It's a thrilling time for Nissan Australia with the advertising launch of e-POWER alongside our existing comprehensive product line-up. This exciting new campaign and reinvigorated visual identity engineers a bolder and braver direction for Nissan in Australia and, along with our Dealer partners, we very much look forward to bringing it to life throughout the coming months," said Nissan Director of Marketing, Sriram Padmanabhan.

The media strategy for the campaign was delivered by Nissan United and will run across TV, Cinema, OLV, Social, Amorphic OOH and digital, as well as via content creators, sponsored partnerships with carsales and Urban List, and a sponsored AR (augmented reality) partnership with Meta. Nissan United is a unique structure dedicated solely to Nissan, handling creative, media and performance through TBWA offices.

"The driving experience of the e-Power really is something special. So much so, we kick-started the whole process by briefing the creative team in the vehicle. It’s quiet and smooth, so we had to find a disruptive way to tell Nissan’s e-Power story," said Nissan United General Manager, Sarah Cajelot.