Even though Nissan is still in danger of being sued by Porsche over some inappropriate commercial they launched during Goodwood Festival of Speed, the Japanese car maker is taking another hit at the Germans by planning a new campaign, which is called “How To Beat The Germans”! Nissan says Germans sportscars shouldn’t be the only benchmark for performance and quality.
In this case they are challenging Porsche Boxter, Audi TT and BMW Z4, by comparing them with their 370Z Sportscar which offers better performance for less money. The thing is though, 370Z comes with a Nissan badge whereas the others are sporting Porsche, Audi and BMW badges, so while it might be a better car, it’s not the coolest!
Nissan Motor (GB) Ltd has launched a challenging new series of poster and print adverts to highlight the fact that the Nissan 370Z and the flagship Nissan GT-R have superior performance and yet cost less than their comparable German rivals.
The campaign uses tongue-in-cheek phrases such as “The Winner Hans Down,” “The Germans Came Off Wurst,” “Kaisers Chiefed” and “Deutschland Deutschland Über-Rated” in order to make people question why they would buy German brands when Nissan can offer performance at a more accessible price.
Last week, Nissan brought the advertising to life, taking an Audi TTS manual coupe around the streets of London blazoned with the words: “More expensive, slower and less powerful than a Nissan 370Z.” It was joined by a Porsche Cayman bearing the slogan: “I dream of being as fast as a Nissan 370Z” on the side. Other cars featured in the advertising campaign include versions of the BMW Z4 as well as the Porsche Boxster and 911*.
The campaign was officially launched on the giant 360-degree 47ft tall BFI IMAX billboard at Waterloo, London, and will continue to appear in key national men’s lifestyle and motoring titles, plus outdoor poster sites across the UK over the next six months.
Talking of the campaign, Steve McLennan, Nissan Marketing Director explains: “It simply challenges the convention of German sportscars being the only benchmark for performance and quality.
“Nissan is confident in the ability of 370Z and GT-R to eclipse our comparable German rivals in terms of outright performance and accessibility and it’s now time to shout about it.”