Nissan has only one very high-profile car in production these days, and that is the GT-R. That is why they can spend freely on it and hire equally high-profile celebrities to promote it. So after their contract with Usain Bolt came to an end, they went ahead and signed with Maroon 5’s Adam Levine.

Nissan’s partnership with Maroon’s front man is part of a bigger deal they have made with NBC’s Emmy Award winning “The Voice,” in which Adam Levine is one of the judges.

The multi-season sponsorship will also include “Nissan Talent Drive” to give fans the opportunity to win a trip to “The Voice” finale in Los Angeles; the launch of “The Voice Official App” powered by Nissan which enhances the viewer experience; “The Voice Tailgate,” a behind-the-scenes, pre-show social media event where fans will have the opportunity to interact on social media with artists, coaches, guest performers.

Meanwhile Adam Levine and other artists will be starring in a number of vignettes which will see them performing while driving one of Nissan’s products. In the next episode of “The Voice” for example, Adam will perform “SUGAR” from the new Maroon 5 “V” album while manhandling a 545-hp GT-R.