Nissan invites you to take on the mainstream in its new Midnight Edition, described as the brand’s “new family of black sheep that refuse to blend in”.
The 30-second spot, set to the rhythms of “Black Sheep” by New Zealand singer-songwriter Gin Wigmore (from her 2011 album “Gravel & Wine”), starts with a little girl riding a small black tricycle on the sidewalk and saying hello to her peers from the neighborhood, that have pink tricycles instead. The other kids seem to look at her tricycle with envy, but they actually stare at the new 2017 Rogue Midnight Edition that her mother is driving at low speed, on the street, next to the tricycle. When they get home, the girl spills by mistake, while trying to stop in front of the garage, a recipient with black paint she had used to paint her trycicle, which was originally violet, to match her mother’s car.
The ad ends with the voiceover introducing Nissan’s Midnight Edition and saying the brand’s tagline, “Innovation that excites”.
The 2017 Rogue Midnight Edition, with a starting price of $26.230, is equipped with a 2.5-liter 4-cylinder engine that achieves 33 MPG (highway) and is backed by 170 horsepower and 175 lb-ft of torque. It features Intelligent All-Wheel Drive (AWD), Xtronic CVT (Continuously Variable Transmission) with Sport Mode Shifter, Eco Mode, helping drivers improve fuel economy with just a push of a button, Hill Start Assist, Active Engine Braking, Active Trace Control, and Active Ride Control. Described as “raw, bold, and built to turn heads”, the new crossover comes in four exterior colors and features also exclusive 17″ black aluminum-alloy wheels, black roof rails with roof rail crossbars, black outside mirrors, and Charcoal cloth seats.