Nissan Middle East, Nissan United (a joint agency venture between Hakuhodo and TBWA\Worldwide) and TBWA\RAAD bring together national pride, personal ambition and Nissan’s ethos, each powering the other in Nissan’s first brand campaign for Defy Ordinary, its brand platform in the Middle East.
The platform, developed by Nissan United in Dubai, has extended beyond Middle Eastern borders, resonating all the way to Africa, India, Europe (including Russia), and Oceania.
The centrepiece of the campaign is a visually beautiful film, launched in both Arabic and English, that captures the essence of defying ordinary through its celebration of extraordinary individuals who have shattered barriers and redefined what’s possible. The emotive film inspires resilience, courage, and unity, with its story of 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.
Instead of following the norm in the industry’s advertising that focuses on technology and sustainability, Nissan stands out by emphasising the human experience. In Defy Ordinary, the brand’s advanced features become just the background to a story of the power and potential of the individuals who drive Nissan vehicles.
Complementing the hero 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 that are marked by determination, resilience, and an unwavering belief in the extraordinary.
At its core, Defy Ordinary is more than just a campaign, it’s a bold manifesto inspiring people to turn the ordinary into extraordinary, to be bold, led by defiance and transform challenges into opportunities. The same manifesto leads Nissan.
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 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, added, “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 endeavour, it is a testament to our commitment to pushing the boundaries of what’s possible and turning ordinary into extraordinary.”
Credits:
Agency: Nissan United
Managing Director: Wassim Abi Salloum
Executive Creative Director: Frederico Roberto
Head of Social and Content: Tony Kayouka
Senior Director – Precision Marketing and Media: Hassan Abbas
Account Director: Elie Naaman
Creative Director: Sumanth Wilkins
Associate Creative Director: Ayman Shehadeh
Account Managers: Marah Ghadban & Ahmad Noor
Account Executives: Maha Taleb, Joya Chahwan & Ray Oghgassian
Social Media Manager: Ghalia Al Saheb
Social Media Senior Executived: Karine Saad
Social Media Executive: Bassma Al Zaher
Content Creator: Ameer Hamza
Associate Director – Performance: Afaf Zaher
Senior Media Manager: Essa Salama
Manager – Performance: Faten Rayess
Senior Executive Planning – Precision Marketing and Media: Andy Hanna
Executives – Performance: Savannah Wehbi & Wael Batrouni
Strategy Director: Astha Sirpaul
Strategist: Mohammad El Tayech
Data and Digital Director: Nikhil Verma
Agency: TBWA\RAAD
Senior Copywriters: Lucy Elder. Keegan Silveira, Savio Alva & Simon Rafaghello
Head of Design: Rijin Kunnath
Motion Designers: Preetam Kotian & Gerone Sorsogon
Senior Art Director: Kaustubh Pachpute & Marcos Coqs
Art Director: Mahir Jeseem
Senior Producer: Natasha Oneto
Producer: Randa Halal & Mario Atallah
Head of Communications: Romy Abdelnour
Corporate Communication Executive: Lea Moufarej
Production Company: Big Kahuna Films
Producer: Raja Chami
Director: Omar Abbas
Client: Nissan Middle East
Director of Marketing Communications, Brand and Customer Experience: Abdulilah Wazni
General Manager of Marketing Communications: Roland Zahra
Deputy General Manager of Marketing Communications: Carla El Hachem
Brand and Social Media Manager: Meera Saleem
General Manager of Customer Experience & Brand: Hossam Alsaeed
General Manager of Marcomms and Customer Experience, Nissan KSA: Christopher Probert
MarComms Manager, Nissan KSA: Danah Adnan
Senior Production Consultant @ MINT: Diana Jebally
Managing Director @ MINT: Dolly Saidy
