Can You Hit the High Notes at 565 HP

Insight

To connect with a younger, entertainment-driven audience, Nissan needed to show off the thrill of the GT-R in a way that felt unexpected, playful, and culturally relevant.

Strategic Solution

We teamed up with The Voice and Adam Levine to create the GT-R Challenge—a stunt where Adam attempts to sing his hit “Sugar” while being whipped around a racetrack by pro driver Rich Rutherford. The result: pure, chaotic fun that showcased the GT-R’s power and personality.

Results

• 12M+ views — Nissan’s most successful social video ever

• Massive engagement across The Voice and Nissan’s social channels

• Blended entertainment and automotive storytelling in a viral way