The campaign is based on the idea of the “Grit Shift,” described as the demanding period before the day begins or after it ends, when many essential workers continue their tasks outside typical daylight hours. 

According to Nissan, the concept reflects the resilience and effort involved in this work, positioning the Navara as a vehicle that has supported such roles across the region for the past 40 years.

Developed with creative agency TBWA\Melbourne, the campaign shifts away from traditional utility vehicle advertising that typically focuses on strength and rugged environments.

Paul Reardon, chief creative director at TBWA\Melbourne, said, “Often traditional Ute advertising fixates on brute strength; the vehicle, the driver, the rough terrain. Our challenge was to make Navara feel unmistakably real, because the real hustle isn’t just physical, it’s mental. So, we showed restraint, and put the focus on the quiet, unspoken toughness of the people who rely on Navara to get the work done, while the rest of us sleep.”

Stephanie Gwee, creative director at TBWA\ Melbourne, commented, “The insight around mental toughness gave us permission to change the grammar of Ute advertising. Instead of performance and posturing, we leaned into purpose, the calm resolve it takes to keep moving when no one’s watching. That’s why we filmed it entirely at night: to meet people on the Grit Shift and pay respect to the ones who keep both countries running.”

Meanwhile, Bilgen Tug, director of brand and customer experience at Nissan Oceania, said the campaign reflects the longstanding relationship between the vehicle and its users.

“Built for the Grit Shift is a simple statement of what Navara has always been in Australia and New Zealand, a Ute people choose because it has earned its rightful place. After 40 years on our roads, Navara’s legacy is built on trust. This campaign launch is designed to strengthen that trust, by recognising and acknowledging the hard work and the people behind it and backing it with capability and reliability that stand up, day after day, night after night,” she said.

The campaign’s hero film follows a medic finishing a demanding night shift, taking a moment inside her Navara while speaking with her father on the phone. The conversation highlights a shared work ethic across generations.

Throughout the film, scenes move through different “Grit Shifters,” including a farmer transporting a horse float in pre-dawn rain, a tradesperson navigating rugged ground in a rail yard late at night, and a fishmonger unloading the day’s catch after an overnight haul. The story concludes with a quiet moment as the medic and farmer acknowledge each other at an intersection with a brief wave.

To capture the setting authentically, production took place overnight from 6:00pm to 6:00am across several locations in Victoria, featuring local talent working within their real-life environments.

The campaign will run across multiple channels including TV, online video, digital, radio, social media, and out-of-home placements. Nissan also plans a bespoke digital out-of-home activation across 68 sites in Australia, spanning areas from Far North Queensland to rural Victoria and key metropolitan corridors.

Gwee also added, “By airing the campaign 15 minutes ahead of the scheduled light up time of the digital billboards, Nissan captures a less cluttered window and meets Grit Shifters in real time, on their clock; the early starters, late finishers and the shift changers. It’s timing-led relevance, not broadcast noise.”

According to Nissan, the campaign aims to position the Navara as a partner for workers who operate during the hours when much of the population is off duty, while placing the experiences of those workers at the center of the story.

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Yuma Endo, currently general manager of the ASEAN Business Planning Office, will step into the role of head of marketing, while Nattawut Chaikornkij has been named head of sales.

In his new role, Endo will oversee product and brand marketing initiatives, along with cross-carline campaigns and promotions. He joined Nissan in 2009 and has served in a range of regional and strategic positions, including technical assistant and chief marketing manager.

Meanwhile, Chaikornkij brings more than a decade of experience in Thailand’s automotive sector. He joined Nissan in 2013 and has specialized in area sales management, corporate sales, and used-car operations. As head of sales, he will guide overall sales strategy and execution, including field operations, corporate sales, vehicle operations, and dealer network support.

“These appointments underscore our commitment to faster decision-making, enhancing collaboration with our dealer network, and delivering greater value to customers in Thailand,” said Takaaki Yanagi, senior vice president of Nissan Thailand. Nissan added that the leadership changes are designed to support long-term growth in one of the region’s most competitive automotive markets.

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The campaign highlighted Australia’s off-road culture, with 4×4 communities playing a central role. It began with the hunt and later culminated in a 30-second TV spot.

Bilgen Tug, director of brand and customer experience at Nissan, said, “Leveraging Patrol’s long history in Australia, we sought to intrigue Australia’s 4×4 communities and adventurers at heart. To do so, we celebrated how a Nissan Patrol can give anyone the opportunity to explore all that the Australian landscape has to offer and captured those moments in an authentic way.”

The experiment was launched online with cryptic clues provided by Oscar Pearce, Australia’s leading geolocator and GeoGuessr World Cup representative. The puzzles required participants to study soil composition, tree lines, and lighting across ridges. Media partner CarExpert.com.au released the first clue, sparking engagement across 4×4 forums.

More than 1,000 Australians submitted video entries for a chance to join the live hunt. Five finalist teams were flown into South Australia’s Bendleby Ranges, where they competed across 200 kilometres of 4WD tracks.

The project was developed with TBWA\Melbourne, Revolver and Glue Society. Production involved extensive safety protocols and off-road access planning.

Jonathan Kneebone, director at Glue Society, said, “The idea of hiding a Nissan Patrol in the middle of the Australian outback and allowing people to test their detective and driving skills to find it was something we couldn’t resist being part of.

“It sounds simple, but as productions go, it was beyond what we’d ever attempted. Wild weather events, extraordinary remoteness and lack of infrastructure aside, the reward was in making the seemingly impossible happen. It bought out the real adventurer in all of us, just like the Patrol itself.”

The challenge was covered by Channel 7’s Sunrise, which broadcast live updates from the competition’s secret location and later announced the winners.

Beth and Travers, a mother-and-son team, emerged as the winners, with Travers describing the prize as “life-changing.” He said his first trip in the Patrol would be to visit Beth’s farm with his family.

Paul Reardon, chief creative officer at TBWA\Melbourne, said, “Finders-keepers with a brand-new Nissan Patrol. Watching the lengths people went to, in order to enter this competition was amazing. It’s a level of engagement with a brand that’s often so hard to achieve. And at the heart of the competition, amongst all the excitement, we also had a brilliant product demonstration, contestants drove Nissan Patrols to find one, in harsh Australian 4WDing conditions.”

Meanwhile, Stephanie Gwee, creative director at TBWA\Melbourne, commented, “Hiding a Patrol in the outback wasn’t just a stunt and it wasn’t just advertising. It was a way to show that this vehicle belongs to the land and the people who take it on. This campaign was about celebrating that spirit and inviting even more Australians into the story.”

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According to a Reuters report, multiple anonymous sources revealed that merger talks between the two Japanese automakers have become increasingly complicated due to growing differences. 

Earlier, Reuters also reported that Nissan was considering calling off negotiations after Honda proposed making Nissan a subsidiary. One source stated that Nissan baulked at the idea, as it deviated from the original plan of a merger between equals.

Additionally, another source revealed that Honda, with a larger market value than Nissan, has grown increasingly concerned about its smaller rival’s progress on its turnaround plan.

While the future of the merger remains uncertain, two anonymous sources suggested that the possibility of reviving talks has not been ruled out, Reuters further revealed.

Notably, Nissan shares dropped over 4% on the Tokyo Stock Exchange, prompting a temporary trading halt after a Nikkei report claimed the automaker would exit merger talks. In contrast, Honda shares jumped more than 8%, reflecting apparent investor relief.

According to Reuters, both companies stated that the Nikkei report was not based on official information and reiterated their goal of finalising a decision by mid-February.

Nissan and Honda initially aimed to finalise their integration plans by the end of January but later postponed the decision to mid-February.

Meanwhile, Reuters reported that last month, sources indicated Mitsubishi Motors—Nissan’s smaller alliance partner—was reconsidering its involvement in the merger and might no longer join.

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In an official press release, Nissan and Honda announced plans to form a joint holding company through a share transfer, making both automakers wholly owned subsidiaries of the new entity. The companies further emphasised their commitment to maintaining and equally developing the distinct brands under Honda and Nissan.

The signed MOU aims to enhance global competitiveness, enabling both companies to deliver more innovative and appealing products and services to customers worldwide.

If realized, the business integration would allow the automotive giants to combine resources, enhance synergies, adapt to market shifts, and boost long-term corporate value. By uniting their automotive, motorcycle, and power product businesses, they aim to strengthen Japan’s industrial base and deliver more innovative, appealing products worldwide.

Speaking on the announcement, Makoto Uchida, director, president, CEO, and representative executive officer of Nissan, said, “Today marks a pivotal moment as we begin discussions on business integration that has the potential to shape our future. If realized, I believe that by uniting the strengths of both companies, we can deliver unparalleled value to customers worldwide who appreciate our respective brands. Together, we can create a unique way for them to enjoy cars that neither company could achieve alone.”

Nissan and Honda said they will form an integration preparatory committee to ensure a smooth transition and identify specific synergies based on due diligence. By leveraging these synergies—such as platform standardization, R&D integration, manufacturing optimization, and supply chain efficiency—the companies aim to become a world-class mobility leader, targeting sales revenue exceeding ¥30 trillion and operating profit over ¥3 trillion. Additional benefits include enhanced sales finance capabilities, operational efficiency, and a strong talent foundation for electrification and intelligence.

Toshihiro Mibe, director and representative executive officer of Honda, said, “Creation of new mobility value by bringing together the resources including knowledge, talents, and technologies that Honda and Nissan have been developing over the long years is essential to overcome challenging environmental shifts that the auto industry is facing.”

“Honda and Nissan are two companies with distinctive strengths. We are still at the stage of starting our review, and we have not decided on a business integration yet, but in order to find a direction for the possibility of business integration by the end of January 2025, we strive to be the one and only leading company that creates new mobility value through chemical reaction that can only be driven through synthesis of the two teams,” Mibe added. 

The share transfer ratio will be finalized when the definitive agreement for the business integration is signed, based on due diligence, third-party valuations, and recent average share prices. Upon the share transfer’s effective date, Honda will appoint a majority of both internal and external directors for the joint holding company, including the president and representative director or executive officer.

It is worth noting that Nissan and Honda first signed an MOU in March to establish a strategic partnership focused on vehicle intelligence and electrification, aiming to accelerate progress toward carbon neutrality and zero traffic fatalities. Since then, they have explored collaboration across various fields.

In August, the companies signed another MOU to strengthen their partnership, agreeing to conduct joint research on next-generation software-defined vehicle (SDV) platforms, with a focus on advancing intelligence and electrification technologies.

Amid these discussions, the automotive industry has faced rapid technological advancements and shifting market dynamics. On December 18, reports surfaced from Nikkei Asia that the two companies were entering merger talks to better compete with Tesla and emerging Chinese EV makers, underscoring the urgency of their collaboration.

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INFINITI recently ‘Moonbow Blue’ – a hue that combines shades of blue, grey, lilac and light magenta all at once, just like a moonbow, making it a once-in-a-blue-moon kind of blue. Said new colour scheme will be used to launch its three-row SUV QX60 model.

The campaign was conceptualised alongside Istanbul-based art studio Ouchhh Studio and creative agency Publicis Q in Tokyo. Ouchhh Studio’s generative artworks are now on display within the INFINITI lounge at the brand’s global headquarters in Yokohama, Japan and across the brand’s social channels, and will soon appear in dealerships and in branded expositions in key markets.

Darren Hester, deputy general manager for INFINITI global marketing, said, “To get people to experience Moonbow Blue, we shot for the moon. Quite literally, using millions of years of data. Launched on the night of the full moon, this one-of-a-kind experiment is a true testament to INFINITI’s drive to continually push boundaries and create unique luxury experiences.”

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Currently, Sekiguchi holds the regional vice president of marketing and sales, for Nissan’s ASEAN region and president of Nissan Motor Thailand roles. In the new role, he will oversee Nissan’s operations in the ASEAN region while continuing his current role at Nissan Motor Thailand.

Sekiguchi will likewise oversee the Japanese automaker’s business performance and brand development in 22 markets, including the ten ASEAN member states, and manage all functions in ASEAN. This includes manufacturing, purchasing, supply chain management, research and development, marketing, sales, and other supporting functions. 

He will also be responsible for driving Nissan’s ASEAN growth strategy, which includes positioning Nissan as a leader in the era of electrified mobility.

Sekiguchi brings with him more than 20 years of diverse international experience in the automotive sector. He joined Nissan in 2014 as managing director for Nissan North Africa and Egypt and has served as president director of Nissan Motor Indonesia since 2018. 

Prior to Nissan, he worked with a major Japanese trading house, Sumitomo Corporation, with experience in leading and managing automotive companies based in the US, Germany, and Slovakia.

“We are confident that Sekiguchi-san will lead our ASEAN business to sustainable and profitable growth with his deep understanding of the ASEAN markets and his proven leadership. Nissan aims to continue providing value beyond mobility to customers and society in this region, as well as to lay a solid foundation for long-term growth,” said Junichi Endo, senior vice president of marketing and sales, Japan-ASEAN, at Nissan Motor Co., Ltd.

Sekiguchi’s appointment will be effective on April 1, 2023.

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Vij brings with him a strong background in advertising, digital, data and PR working across the markets of United Kingdom and India. In his last stint, he was with Adfactors PR as digital evangelist where he led the digital-first integrated creative mandates and helped in scaling up its digital practice.

He has also worked with marketing and advertising agencies Ogilvy, McCann, BBDO and information technology consulting company Cognizant amongst others. 

Govind Pandey, chief executive officer at TBWA\India said that Ranjeev’s expertise will further accelerate the agency’s ambition to be the leader in total brand experience and disruptive thinking.

Meanwhile, Vij said that the success of brands will be achieved if there is an ability to harness various aspects such as creativity, data, design, technology, experience, commerce, and advertising. 

“I look forward to utilising my diverse experience and propelling our clients’ business forward,” he added.

Aside from Nissan, TBWA\’s global clients include adidas, Apple, Gatorade, Henkel, Hilton Hotels, McDonald’s and Singapore Airlines.

Last month, TBWA\ India has also appointed Russell Barrett as its chief creative experience officer.

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In his new role as president, Hoyos will be responsible for steering the company’s direction to drive product innovation and business improvements. During the event, he shared his plans to strengthen the Nissan brand in the country to improve its competitiveness and to continue to provide excellent aftersales service to its customers.

Hoyos joined Nissan in 2017 as marketing director for the Latin America region, where he later took on the role of general manager of global engagement brand, based in Nissan’s global headquarters in Yokohama. Before Nissan, Hoyos has also held various management positions at Renault and General Motors.

The event also celebrated the achievements of the outgoing president, Atsushi Najima, as he begins his new role as the chief financial officer at Nissan India.

Recounting his achievements and challenges during his term, Najima commented that he is excited for Nissan in the Philippines as it charts a new chapter with Hoyos at the helm, as his vast experience in the automotive industry will help him sustain the growth that they have established in the last three years, as the country steadily recovers from the COVID-19 pandemic

“It is a bittersweet moment for me as I move to my new assignment. My family and I will definitely miss the warmth and hospitality of our colleagues and partners. At the same time, I am proud of the company Nissan Philippines has become through the hard work, passion, and perseverance of its people,” said Najima.

Meanwhile, Hoyos noted that they will continue to focus on their highly dedicated people, excellent products and service, and exceptional customer experience so they can sustain the company’s growth trajectory through this management transition. 

“I look forward to further growing the Nissan brand in the Philippines, building upon the solid foundation of trust it has laid over the years,” he said.

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Wadgaonkar holds an extensive understanding of the industry with over 27 years of international experience in strategic communications, public affairs, brand management, marketing and sustainability. Prior to joining Nissan in 2012, Wadgaonkar worked at a printing company, Lexmark, petrochemical conglomerate, Reliance and diversified power management company, Eaton in various leadership roles in communications and marketing.

Wadgaonkar previously spearheaded and developed the communications and external and government affairs functions for Nissan Asia and Oceania. Now in the new role, she is tasked with the responsibility to lead all of Nissan’s communications including building the company’s reputation globally, engaging the internal and external audiences and driving sustainability communications.

Wadgaonkar will continue to report to Sadayuki Hamaguchi, corporate vice president for Nissan Global Communications.

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