SAN FRANCISCO - Nissan's next ad campaign will again put a spotlight on an employee.
But this time, it will not be Mr. K.
'We're going to be talking about how good we are; we're going to be patting ourselves on the back about our products, and the way we design and manufacture our products,' Nissan Division General Manager Mike Seergy said last week at the National Automobile Dealers Association convention here.
Last year, Nissan dropped a series of ads starring an actor who played Yutaka Katayama, the automaker's first U.S. leader. Seergy, who took over as the campaign was ending, said Nissan should have used the real Katayama in the ads.
In the next campaign, a real employee or employees will tell Nissan's story.
The ads will break in April for the launch of Nissan's new four-door Frontier pickup. Later in spring, Nissan will begin selling the Xterra, a small sport-utility, and a redesigned Maxima sedan. A new Sentra debuts in September.
Nissan's ad budget for the next year will be up 35 percent because of the new products, said Seergy.
'We have a lot of work to do in restoring our image as a company that designs and manufactures great cars,' he said. 'The new campaign will give us a platform to launch our products from.'