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Maxima
Four-Door Sports Car

RAN IN: United States

CLIENT
Nissan Motor Corp.

AGENCY
Chiat/Day/Mojo Inc. Advertising *Lead Agency


SUMMARY

The sedan segment was becoming increasingly important to Nissan. In 1989, the new Maxima, Nissan's sedan flagship, faced intense competition and inferior product imagery based on the past model. The creative strategy repositioned the Maxima by differentiating it as a world class sedan that satisfies your performance wants and 4-door needs. Presenting the Maxima as the "4-Door Sports Car" satisfied consumer's emotional desire for a sports car combined with their practical need for a sedan.


Classification: National

Language: English