e-POWER Campaign From Nissan Australia Launches Along with New Visual Identity

Image via Nissan United

Nissan Australia has launched a new campaign highlighting its e-POWER technology, alongside a refreshed visual identity for the brand via Nissan United — part of TBWA — the agency behind the work.

The campaign was designed to demonstrate the benefits of Nissan’s unique e-POWER technology, “Driven by electric. Fuelled by petrol. So, you’ll never need to plug in to recharge”.

The integrated campaign features a 30-second spot where the storyline unfolds against the backdrop of rugged Australian terrain, with the X-TRAIL e-POWER in a playful chase with a futuristic, battery-charged droid.


The spot is anchored with a rendition of Sweet Disposition by Australia’s own Temper Trap.

“It’s a thrilling time for Nissan Australia with the advertising launch of e-POWER alongside our existing comprehensive product line-up,” said Sriram Padmanabhan, Director of Marketing, Nissan.

“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.”

Image via Nissan United


Sarah Cajelot, General Manager, Nissan United, added “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.”


Nissan Australia


Chief Creative Officer: Paul Reardon

Senior Creative: Scott Canning

Senior Creative: Siobhan Fitzgerald

Senior Producer: Melina Flood

Nissan United

General Manager: Sarah Cajelot

Precision Marketing & Media Lead: Tony McKay

Director: Dani Pearce

Managing Director / Co-Owner: Michael Ritchie

Executive Producer / Partner: Pip Smart
Producer: Sarah Nichols

Director of Photography: Germain McMicking

Arc Edit

Executive Producer: Daniel Fry
Producer: Jess Ryan
Editor: Lucas Baynes

Head of VFX: Tom Corbett

EP: Steven Marolho

Head of Production: Amy Jarman

Flame Online: Julian Ford

3D Artists: Maud Chapuis, Rachael Tedesco, Dusan Marjanovic, Philip Wang, Patricio Ducaud, John Trudgian, Nick Kaloterakis

Compositor: Ran Xie

Colourist: Fergus Rotherham

Rumble Studios
Executive Producer: Michael Gie
Engineer: Cam Milne

Level Two Music
Music Supervisor: Karl Richer
Music Supervisor: Mel Pantz

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