Nissan · Built for the grit shift

To launch the all-new Nissan Navara, we turned time into a badge of honor.

Media: TVC, OOH, social
Results: +31%increase in purchase consideration; +22%uplift in national test drives; Highest CTRin Nissan Australia history

Most ute –that’s Aussie for truck– ads sell the fantasy.

Big landscapes. Big adventures. Big everything!

But that’s not how tradespeople use their trucks. These hard workers are up before sunrise, and home long after the sun has set.

So we stripped away the gloss to tell the stories of those who rely on their Navaras, all while everyone else is asleep.

We called those hours The Grit Shift.

Built for the grit shift billboard lit up above a city intersection at night, showing a Navara towing a horse float across a dark paddock

We shot the film in the dead of night and followed real workers through these unseen hours that keep the country moving.

Then we made the ads behave like the Grit Shift too. In a media-first move, we switched billboards on an hour earlier, putting our work in front of Grit Shift workers, and no one else.

And by owning the airwaves before digital billboards officially lit up, we made the media work as hard as the people we were honoring.