The car marque is introducing the strap-line "Nissan. Innovation that excites", which will debut in a campaign for its Juke model in the UK next month.
The push, created by TBWA\London, TBWA\G1 and \Else, shows a Juke being built in extreme situations.
The TV ad features a driver plummeting from a plane while other sky-divers build the model around him in mid-air.
It marks a shift away from a product-led strategy to a more brand-led approach.
Nissan's advertising section manager for marketing, Timothée Gazeau, told Marketing that Nissan had previously targeted an audience of male first-time buyers for its Juke model.
He said the fresh approach would appeal to more women, who account for about 35% of its buyers.
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