Nissan Middle East, in collaboration with TBWA\RAAD, has just launched its first brand campaign for “Defy Ordinary”, Nissan’s brand platform.
Developed by Nissan United in Dubai, this daring platform has surpassed Middle Eastern borders, extending and resonating all the way to Africa, India, Europe (including Russia), and Oceania.
This marks Nissan’s first-ever brand campaign in the Middle East, a historic moment that echoes the region’s relentless ambition and pursuit of excellence and innovation.
At its core, “Defy Ordinary” is more than just a campaign; it’s a bold manifesto. It is Nissan’s declaration to push boundaries and inspire those who dare to dream beyond the ordinary.
This platform is a reflection of Nissan’s enduring legacy—a 90-year journey that has continually challenged norms, driven innovation, and built a brand from the ground up.
The centerpiece of this campaign is a visually stunning film, launched in both Arabic and English, that transcends the typical automotive commercial.
This cinematic piece captures the essence of defying ordinary, portraying stories of extraordinary individuals who have shattered barriers and redefined what’s possible.
Featured in the film are trailblazers such as Mishaal Ashemimry, the first female aerospace engineer in the GCC; Reem Al-Kuthairi, the first female sports pilot in the Middle East; Faisal Jawad, the Guinness World Record holder for fastest scuba diver; Ali Al Jabri, the first Omani sculptor with global recognition; Carla Chamoun, the first Lebanese singer to perform with Hans Zimmer; and Nayla Al Khaja, the first female Emirati filmmaker.
These icons are not just characters in a commercial; they are living embodiments of the “Defy Ordinary” ethos.
On top of that, add the powerful storytelling, and the film is sure to deeply resonate with the audience, and inspire resilience, courage, and unity.
In an industry increasingly focused on technology and sustainability, Nissan has opted to stand out by emphasizing the human experience. “Defy Ordinary” goes beyond showcasing advanced features; it celebrates the power and potential of the individuals who drive Nissan vehicles, the "Nissan Man" who dares to dream bigger.
This campaign is a response to a narrative that often sidelines the human spirit. While technology and innovation are integral, Nissan is keen to enrich lives by empowering people to transcend the ordinary and achieve the extraordinary.
Because the automotive brand supports its customers’ journey “with a legacy of excellence, advanced performance, and technology that harmonizes with the human spirit.”
Complementing the hero film is a series of mini-films that dig deeper into the lives of the extraordinary individuals featured in the campaign. These episodes provide a raw and intimate look at their journeys—journeys that have not always been easy but are marked by determination, resilience, and an unwavering belief in the extraordinary.
At the heart of this campaign lies a manifesto that encapsulates the spirit of “Defy Ordinary.”
It is a call to action—a challenge to turn the ordinary into extraordinary, to be bold, to be led by defiance, and to transform challenges into opportunities.
“This manifesto is not just about marketing,” says the press announcement. “It’s a philosophy that permeates everything Nissan does, from its vehicles to its communications.”
Reflecting on this milestone, Thierry Sabbagh - DVP, President KSA, Middle East - Nissan & INFINITI, stated: “With ‘Defy Ordinary,’ we are not just launching a campaign; we are igniting a movement. This platform is a celebration of the region’s indomitable spirit—a spirit that constantly defies expectations and sets new benchmarks for the world. Nissan has always been more than a car manufacturer; we are a brand that champions innovation, resilience, and the relentless pursuit of excellence.
"For 90 years, we have been at the forefront of pushing boundaries, from pioneering advanced automotive technologies to crafting vehicles that are not only a means of transportation but a partner in life’s journey. ‘Defy Ordinary’ encapsulates our brand’s DNA—empowering people to dream bigger, challenge the status quo, and embrace the extraordinary. This campaign is a testament to our commitment to enriching lives and creating a future where the possibilities are limitless.”
Reda Raad, Group CEO of TBWA\RAAD, adds, “For over two decades, Nissan has been a valued partner of TBWA\RAAD. Together, we have created a legacy of groundbreaking campaigns, and ‘Defy Ordinary’ is the pinnacle of our shared vision. This campaign is more than just a creative endeavor; it is a testament to our commitment to pushing the boundaries of what’s possible and turning ordinary into extraordinary.”
Agency Credits:
- Wassim Abi Salloum - Managing Director | NissanUnited
- Frederico Roberto - Executive Creative Director
- Tony Kayouka - Head of Social and Content
- Hassan Abbas - Senior Director - Precision Marketing and Media | NissanUnited
- Elie Naaman - Account Director | NissanUnited
- Sumanth Wilkins - Creative Director | NissanUnited
- Ayman Shehadeh - Associate Creative Director | NissanUnited
- Marah Ghadban - Account Manager | NissanUnited
- Ahmad Noor - Account Manager | NissanUnited
- Maha Taleb - Account Executive | NissanUnited
- Joya Chahwan - Account Executive | NissanUnited
- Ray Oghgassian - Account Executive | NissanUnited
- Ghalia Al Saheb - Social Media Manager | NissanUnited
- Karine Saad - Social Media Senior Executive | NissanUnited
- Bassma Al Zaher - Social Media Executive | NissanUnited
- Ameer Hamza - Content Creator | NissanUnited
- Afaf Zaher - Associate Director - Performance | NissanUnited
- Essa Salama - Senior Media Manager | NissanUnited
- Faten Rayess - Manager - Performance | NissanUnited
- Andy Hanna - Senior Executive Planning - Precision Marketing and Media | NissanUnited
- Savannah Wehbi - Executive - Performance | NissanUnited
- Wael Batrouni - Executive - Performance | NissanUnited
- Astha Sirpaul - Strategy Director | NissanUnited
- Mohammad El Tayech - Strategist | NissanUnited
- Nikhil Verma - Data and Digital Director | Nissan United
- Lucy Elder - Senior Copywriter | TBWA
- Rijin Kunnath - Head of Design | TBWA
- Preetam Kotian - Motion Designer | TBWA
- Keegan Silveira - Senior Copywriter | TBWA
- Kaustubh Pachpute - Senior Art Director | TBWA
- Gerone Sorsogon - Motion Designer | TBWA
- Mahir Jeseem - Art Director | TBWA
- Natasha Oneto - Senior Producer | TBWA
- Randa Halal - Producer | TBWA
- Mario Atallah - Producer | TBWA
- Romy Abdelnour - Head of Communications
- Lea Moufarej - Corporate Communication Executive
- Marcos Coqs - Senior art Director | TBWA
- Savio Alva - Senior Copywriter | TBWA
- Simon Rafaghello - Senior Copywriter | TBWA
Big Kahuna Films - Production House:
- Raja Chami - Producer | Big Kahuna Films
- Omar Abbas - Director | Big Kahuna Films
Nissan Middle East:
- Abdulilah Wazni - Director of Marketing Communications, Brand and Customer Experience | Nissan Middle East
- Roland Zahra - General Manager of Marketing Communications | Nissan Middle East
- Carla El Hachem - Deputy General Manager of Marketing Communications | Nissan Middle East
- Meera Saleem - Brand and Social Media Manager | Nissan Middle East
- Hossam Alsaeed - General Manager of Customer Experience & Brand | Nissan Middle East
- Christopher Probert - General Manager of Marcomms and Customer Experience | Nissan KSA
- Danah Adnan - MarComms Manager | Nissan KSA
- Diana Jebally - Senior Production Consultant | MINT
- Dolly Saidy - Managing Director | MINT
