EVERYTHING YOU NEED, NOTHING YOU DON'T
Campaign created to launch a brand new vehicle and a brand new category under the auspices that with the Nissan Xterra, there's really no excuse for sitting on your ass. except when you're driving it to the outdoors (and even then, there's no excuse). It became the most successful new model launch in Nissan's history.
copywriter, TBWA/CHIAT/DAY, LA
grand effie (campaign)
gold international automotive advertising award (campaign)