Nissan definitely makes some exciting vehicles. The GT-R has received continuous improvements to keep it at the head of the pack in the performance car world. And the Leaf might not bring driving intensity, but its technology is quite impressive. However, there is nothing especially thrilling about the Altima. Granted, it races in the Australian V8 Supercars series, but that car really only shares its basic shape with the production version. So it may see surprising that the Japanese automaker is hoping to inject some drama into its midsize sedan with its new Ride of Your Life ad campaign.

The project is pretty clever. Nissan invited several people to the Horse Thief Mile circuit at Willow Springs Raceway for a ride in an Altima racecar. After a few laps with a professional driver around the course, they pulled into the pits, and the passengers got a big surprise. We won't spoil what happens for you. You can check it out in the video below.

The concept is somewhat similar to Toyota's thrill ride ads for the Camry last year. Both promotions try to show that that these four-door, family sedans can be more than just boring transportation. Nissan's commercials will begin airing on TV soon. The automaker hopes to excite potential Altima buyers ahead of its upcoming national sales event. Scroll down to watch the video to find out the big secret and read the full release about the campaign.


Show full PR text
Nissan's new marketing campaign offers "Ride of Your Life"

– Interactive campaign, designed to raise excitement leading into Nissan's model year-end sales event, highlights the top-selling 2014 Altima and its powerful performance features –

LOS ANGELES – One participant described the experience as: "This is crazy." Another was left speechless, while a third said: "I would never imagine a four-door car could do this." All three were part of a new Nissan marketing campaign titled "Ride of Your Life" that highlights the 2014 Nissan Altima, one of the top-selling cars in the U.S. The campaign was created to drive traffic to ChooseNissan.com and create excitement leading into Nissan's model year-end national sales event.

"The 'Ride of Your Life' campaign shows off the performance DNA that lives inside every Nissan and will help engage consumers nationwide, creating positive, lively conversation online and in person as we enter upon our year-end sales event," said Jon Brancheau, vice president, marketing communications and media, Nissan North America, Inc. "With a blend of performance, technology, superior fuel economy and more, Nissan vehicles are intended to give drivers the ride of their lives."

In a TV spot slated to launch next week, Nissan intends to deliver a powerful message that the Altima is undoubtedly the most exciting sedan on the road. Led by director Brent Jones of Humble, production designer Page Buckner (Transformers, Spiderman, Iron Man 2) and event managers from Match Action, participants (real people, not paid actors) were selected to receive rides around the Horse Thief Mile at Willow Springs Raceway in what was marketed as "Nissan's most advanced Altima racecar."

The catch? The vehicle was actually a standard Altima dressed as a racecar. When the vehicle – which looked, sounded, smelled, felt and performed like a racecar – was stripped of its dressing following the ride, participants were shocked, left only to look at each other in disbelief. They couldn't believe a sedan could feature such dynamic and inspiring performance.

"There's no better way to market our cars than by highlighting the incredible performance that pulsates within the Altima each and every time it is driven," added Brancheau.

Creating Buzz in L.A.
To ignite conversation, one of the "racecar" Altimas will be driven around Los Angeles prior to the ad's launch. Signage on the vehicle will invite people to find out what's going on via the hashtag #NissanROYL. Once the hashtag is posted via Twitter or other social media outlets, people will be encouraged to view the promotional video footage derived from the TV spot, thus continuing the conversation.

In addition to daily Twitter interaction on the Altima Twitter pages, Nissan will invite customers to share creative expressions via Snapchat of what driving a Nissan feels like to them. The best Snapchat responses will then be entered for the opportunity to win prizes such as a PlayStation 4.

About the 2014 Altima
The 2014 Nissan Altima, the centerpiece of the Nissan lineup and one of the top-selling cars in the U.S., offers a premium exterior and interior and driver-focused technology. Its many attributes include outstanding fuel economy of 38 mpg highway (2.5-liter engine only) and an outstanding balance of ride comfort, handling and a fun-to-drive demeanor. Altima is offered in seven well-equipped models to meet a range of needs and budgets – and with a choice of a 182-horsepower 2.5-liter DOHC inline 4-cylinder engine or 270-horsepower 3.5-liter V6. Both engines are matched with a smooth, efficient Xtronic transmission.

About Nissan North America
In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. Nissan is dedicated to improving the environment under the Nissan Green Program and has been recognized as an ENERGY STAR® Partner of the Year in 2010, 2011, 2012 and 2013 by the U.S Environmental Protection Agency. More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at www.NissanUSA.com and www.InfinitiUSA.com, or visit the Americas media sites NissanNews.com and InfinitiNews.com.

About Nissan
Nissan Motor Co., Ltd., Japan's second-largest automotive company, is headquartered in Yokohama, Japan, and is part of the Renault-Nissan Alliance. Operating with more than 236,000 employees globally, Nissan sold more than 4.9 million vehicles and generated revenue of 9.6 trillion yen (USD 116.16 billion) in fiscal 2012. Nissan delivers a comprehensive range of over 60 models under the Nissan and Infiniti brands. In 2010, Nissan introduced the Nissan LEAF, and continues to lead in zero-emission mobility. The LEAF, the first mass-market, pure-electric vehicle launched globally, is now the best-selling EV in history.

For more information on our products, services and commitment to sustainable mobility, visit our website at http://www.nissan-global.com/EN/.

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    • 1 Second Ago
  • 28 Comments
      Jim R
      • 7 Months Ago
      I could take you around the track in a bone stock Cobalt at 10/10ths and you'd think it was a racecar. Over 90% of the people on the road have no idea what their commuter box is capable of. It's not what you drive. It's how you drive it!
      Christopher Anderson
      • 7 Months Ago
      Any modern car on a track will feel like a race car to the "average" driver who's never felt more than a third or a half a G in a corner, but it's still a novel idea for an ad. Well played, Nissan. Now put those same people in a GT-R and let's watch what they do... (I'm not a fan of the GT-R, but we're keeping it in-brand here.)
      Azazel
      • 7 Months Ago
      I had an Altima as a rental once. 4 cylinder model. While it was a very nice car, (smooth ride, very comfortable seats, quiet interior, good acceleration), it was as boring as oatmeal. It would be nice if they made another Altima SE-R with a proper transmission, firm suspension, some aero bits, and good wheels and tires.
      snap_understeer_ftw
      • 7 Months Ago
      Is that Cee Lo Green?
      Kristoffer
      • 7 Months Ago
      I agree, most likely paid actors that were paid to show enthusiasm and shock. They didn't know about the reveal but knew it was something new and exciting. You could muster the same reaction at your local autocross event from 90% of the cars running(rwd, fwd, awd) and any driver would offer a free ride along. I personally owned a 3.5se from 2002 and it was very quick and had very good suspension. Definitely on my list of getaway cars.
      hingle_mckringleberry
      • 7 Months Ago
      You have to be mighty ignorant to think an Altima was a race car. Even if the exterior...disguise... fooled you, one look at the seats would tell the true nature of the car; let alone the performance characteristics, handling, etc.
        chanonissan
        • 7 Months Ago
        @hingle_mckringleberry
        it is a race car , you every heard of super V8 in Australia?
          Mark Schieldrop
          • 7 Months Ago
          @chanonissan
          How many times can you show you're wrong? It's a dressed up 4-banger. Pay attention and please read next time.
      RocketRed
      • 7 Months Ago
      Nice stunt wth the "reveal." But considering that an actual pro in an Altima would dust an ordinary person in an M3, if the latter could actually keep it on the track, I don't think this ad proves much beyond the fact that the typical driver doesn't know the limits of a modern family car much less a race car. And if anyone was fooled by that terrible "race" interior with the dashboard that looks like it was made out of cereal boxes and foil, then they are rather credulous to begin with.
        chanonissan
        • 7 Months Ago
        @RocketRed
        sorry it powered by a 5.0 liter
        chanonissan
        • 7 Months Ago
        @RocketRed
        yes it would if it have that engine it uses in the super V8 in Australia, the Altima is a race car, but it is powered by a 4.8 liter V8 in that race.
      WindsWilling
      • 7 Months Ago
      More testament to knowing how to drive and being on a closed course than anything. Despite the paid actors and all that. "I didn't think a 4-door could be that fast"... actor pls. Sadly there are people out there like this though who think 4 doors = slow... lol.
      malgu
      • 7 Months Ago
      At least it's better than the Camry ads
      Terry Actill
      • 7 Months Ago
      I hate these ads with paid actors as "real people" and only young, good looking paid actors rather than frumpy overweight people. It's so bogus and annoying in the effort to establish Nissan as some youth brand like VW.
      chanonissan
      • 7 Months Ago
      This is not the regular Altima, it is the Altima with the VK56 V8 bore to 5 liter races in Australia. http://www.rssportscars.com/cars/2014-nissan-altima-v8-supercars-race-car http://www.v8xmagazine.com.au/index.php/news-rss-feed/518-nissan-unveils-vk56de-v8-supercar-engine
        Brandon
        • 7 Months Ago
        @chanonissan
        Did you even watch the video? It's a regular Altima, it even says it and shows it.
        nycflagirl
        • 7 Months Ago
        @chanonissan
        You are wrong, it is the regular V6 Altima
        lne937s
        • 7 Months Ago
        @chanonissan
        The cars in the video are not V8 supercars. They are regular v6 Altimas with a body kit and some panels in the interior tacked on.
        chanonissan
        • 7 Months Ago
        @chanonissan
        forget to add the stunt is great tho, but that car moves so fast does not look like the regular.
      ksrcm
      • 7 Months Ago
      Stunts, actors, scripted ... whatever. The sad, sad, sad truth is that at least 85% of the people holding DL in this country (USA) would freak the eff out if anybody (not even a pro driver) would take whatever car they are driving to 6/10ths on a public road. Pretty safe exercise, if you ask me, even huge fun - but those 85% of the people would think they would die in every single braking zone before the corner. Sad, really.
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