A ute campaign for the hours most ute ads ignore.
Ute advertising has a type.
Big rocks. Big puddles. Big displays of toughness.
For the launch of the all-new Nissan Navara, we wanted to show a different kind of toughness: The people working before the day begins and long after it ends.
We called it: The Grit Shift.
A time zone defined less by brute strength, and more by the mental toughness to keep going when no one’s watching.
So we shot a ute ad almost entirely in the dark.
Our media worked the Grit Shift too
We didn’t just talk about these workers. We showed up when they did.
Outdoor appeared during the hours they were actually on the road. Radio and social met them during their shifts.
