The Xterra was launched when SUV's were becoming less about sports and utility and trending towards going to flea markets in fancy leather interiors you wouldn't want a spec of dirt to touch. We saw an opportunity to put the "SU" back in the SUV targeting groups of people that were being left out of the conversation. So, we put them smack dab in the middle of it with campaign that would establish Xterra as the ride that was up for whatever they were. We created a brand voice that resonated with the audience and the Xterra launch became the most successful new car launch in Nissan's history outselling its 50,000 unit goal in the 1st year. The campaign won the Grand Effie and kicked off a 5 year Xterra campaign that cast a mold of how to portray SPORTS Utility Vehicles by other automotive brands.

Copywriter / TBWA\CHIAT\DAY, LA