In the world of advertising and marketing, there’s really no limit to how low you can go, which Disney is proving with its branded partnership with Nissan Altima for Mary Poppins Returns.
In two ads, currently online and also screening in front of the theatrical version of the film, Disney and Nissan painfully juxtapose the design and technological craft of filmmaking with those of car manufacturing. In the ad, a Nissan representative offers up this non sequitur thought: “In the same way that filmmakers combine artistry and innovative technology to bring their stories to life, this is how we’ve created the impossibly smart Altima.”
Jeremy Tucker, vice president, marketing communications and media for Nissan North America, explained in an interview why the partnership with Disney made sense: “[W]e had to think about what do we do to reimagine the future of the sedan for our fans. What does it mean from a driving perspective, from a technical perspective? How do we take what we love about a sedan, the drive and the iconicness of the Altima, one of our best models and a tremendous nameplate for Nissan, and modernize it, without losing who we are.”