Chase the thrill - Nissan | Clapboard Ad Archive

Chase the Thrill marked a milestone for Nissan in the automotive sector when it debuted in France in 2014, harnessing the combined creative and technological strengths of Publicis and DigitasLBi to deliver a striking ambient campaign predicated on virtual reality immersion. Recognising a crowded market where product features have long been the battleground, Nissan instead translated the pure emotional reward of driving — the core rush that fuels brand loyalty and aspiration — into a meticulously designed VR experience that put participants at the centre of their own adrenaline narrative. Rather than relying on literal demonstration or exaggerated product shots, the campaign tapped into what Clapboard’s taxonomy would classify as FORMAT#9 — Symbolize the Benefit — using the dynamic, all-encompassing qualities of virtual reality as both symbol and conduit for the thrill that the Nissan driving proposition promises. Ambient by design, the campaign was accessible, attention-grabbing, and memorable: a single, sharply executed media asset that cut through the noise with sensorial engagement rather than overt persuasion. The choice of an immersive digital environment was as strategic as it was creative — for a brand anchored in innovation, foregrounding VR in 2014 communicated both a mastery of emerging channels and a willingness to invest in high-engagement touchpoints that transcend conventional experiential marketing. Launched specifically for the French market and executed entirely in French, Chase the Thrill asserted Nissan’s relevance across both language and technology divides, firmly situating the brand at the nexus of excitement and modernity. The campaign earns 63/100 in Clapboard’s global creative archive. In an industry dominated by product parity, Chase the Thrill shows why experiential amplification of an emotional benefit will always elevate a brand seeking cultural traction.