Nissan North America announced a significant new marketing initiative to showcase the strength of the car manufacurer’s innovative product portfolio and build on 10 straight months of sales growth for the Nissan brand in the U.S. market. The campaign, to be headlined under the theme «Innovation for All,» will launch on August 28 and permeate a variety of medium and targets over the next several months.

«Innovation has been the heart and soul of the Nissan brand for nearly 100 years,» said Jon Brancheau, vice president, Marketing, NNA. «‘Innovation for All’ isn’t simply a new marketing idea. It’s the very foundation of Nissan worldwide. This campaign captures Nissan’s spirit and continued drive towards innovation— not just for the elite, but for everyone.»

The campaign, developed by longtime partners TBWA\Chiat\Day Los Angeles, depicts Nissan’s innovation through a series of stories that are in turn whimsical, heartwarming, technology-minded, spirited and poignant. It will begin with a series of five television spots that capture Nissan’s history, track record and process of innovation and also will feature the full line of Nissan to appear in print and online with a consistent look and feel.

The first of the «Innovation» ads will debut August 28, and the second set of ad spots, set to air beginning September 1, include:

«Baby»—A soon-to-be dad transforms his 370Z into a Maxima sports sedan for the arrival of his first child.

«Kidzilla»—A little boy’s toy car collection endures a beating, from dog-chewing to water plunges, but the Nissan Altima remains unscathed— just like in the real world.

«Dime»—One of the most important safety innovations that Nissan delivers in every new car is its brake override system. This ad shows that a Nissan truly can stop on a dime.

September 9 marks the debut of «Polar Bear,» a highlight of the «Innovation for All» campaign as it previews the Nissan LEAF—the world’s first mass market, affordable zero-emission 100-percent electric vehicle. In this story, a polar bear journeys from the icy Arctic through forests, highways, train tracks and over bridges to the big city and then on to the suburbs, where the animal finds someone who is trying to help—the owner of an all-electric Nissan LEAF.