AGENCY

Fluent360 &
Nissan United USA

WELCOME TO BASIC

CREDITS

Tracey M. Coleman
Creative Director

AGENCY

Fluent360 &
Nissan United USA

Nissan was already turning heads with brand relevancy work from TBWA featuring Brie Larson. But with the success came the need to shif to an evergreen RPM campaign (sans Ms. Marvel). So to promote Nissan’s lineup and core features TBWA’s Nissan United created the “Town of Basic”—a surreal world of monotony that finds themselves changed (for the better) when a Nissan rolls through town.


But to really drive the messaging home to all audiences, the fictional town of Basic needed Fluent360 to help reflect the narratives of Black and Hispanic drivers. So while we were obviously responsible for the subs and dubs of the general markets we knew to show up authentically– we were going to need to provide more.

 
We developed a transcreation campaign, working within the existing Basic framework but reflecting stories built on genuine insights that connected with AA and HS markets.

BIG IDEA:

Our new work brought Basic’s charm to life with each ad delivering on the swagger and soul without pandering to our audiences. Pulling from my own personal experiences as a Creative of Color I lead work creative from concept to CCO to client while doubling as a copywriter to ensure authenticity.

Hello, World!

Nissan was already turning heads with brand relevancy work from TBWA featuring Brie Larson. But with the success came the need to shift attention to an evergreen RPM campaign (sans Ms. Marvel).

So to promote Nissan’s lineup and core features TBWA’s Nissan United created the “Town of Basic”—a surreal world of monotony that finds themselves changed (for the better) when a Nissan rolls through town.

But to really drive the messaging home to all audiences, the fictional town of Basic needed the multicultural agency Fluent360. While responsible for the subs and dubs of the general markets we knew to show up authentically in African American and Hispanic markets – we were going to need more.

SO WE BUILT A CITY

SO WHAT’S NEXT?

Why slow down now? Take the road less traveled which happens to be paved with more big stunts and even bolder storytelling.

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Chevy Brought the Muscle and the Meow to America’s Biggest Stage
Torque, Traction, and Tone: How I Helped Chevrolet Rev Its Brand Engine
The Humor Reboot: How Jack Rogosin and I Helped Bring Chevy’s Weird Era to Life

SO WHAT’S NEXT?

Why slow down now? Take the road less traveled which happens to be paved with more big stunts and even bolder storytelling.

Thumbnails
How I Helped Dodge Launch a CGI Car and Make It Roar Like the Real Thing
We Made Dodge’s EV So Loud It Broke the Internet (and Probably a Few Egos)
Dodge Didn’t Whisper Into the EV Future—We Shouted with a Flame Decal