±±¾©Èü³µpk10

The original one-minute long episodes, created by TBWA\London, aired between January and July during Sky One's weekly package of drama series including '24', 'Nip/Tuck' and 'Dream Team'.

The campaign, negotiated by Nissan's media agency Manning Gottlieb OMD, is part of Nissan's 'Shift' marketing strategy designed to keep the audience gripped, in much the same way as the award-winning '24' series.

Nissan revealed it was prompted to commission the special 20-minute composite of the creative because of the number of hits on its , phone calls to the company and volume of discussions on internet bulletin boards.

The campaign was shot in Nevada and Arizona and directed by Patrick Bergh, winner of the 2002 Orange Filmfour Prize for short film, and is believed to be the first of its kind to put a short film into a single ad campaign.

The storyline revolves around an unnamed character and features four new models launched by Nissan in Britain this year.

The full-length film will be available to view on DVD box sets of the fourth series of '24' from August 8.

Paul Willcox, Nissan marketing director, said: "This is an inspirational campaign that has provided a great opportunity to promote our exciting range of vehicles and has brought our 'Shift' marketing strategy to life. 

"Our promotion in connection with the '24' box-set release is very much through the line, using advertising and PR to drive footfall in dealerships by giving potential customers opportunities to win great prizes as well as test driving great product."

Three hundred thousand copies of the DVD box set are being released along with a promotional incentive giving consumers the chance to win luxury holidays by booking test drives in their local Nissan dealerships.

The campaign has been the largest entertainment package in Sky's history and will also be supported by a fully integrated campaign to include national press, radio, online, direct marketing and dealer point of sale.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .