Nissan was a new player in the cargo van segment, where competitors rule the market, and they Nissan did not get the credit they deserve for reliability and durability. To change that, we created Tough Love – an online campaign that celebrates (with tongue planted firmly in cheek) the emotional connection you can form with a work van that’s always there for you and your business, no matter the conditions. The campaign’s centerpiece is a music video: a hard rock remake of Lionel Richie’s classic “Endless Love” set at Nissan’s testing grounds in Arizona, containing more than a few nods to 80’s hair metal videos. Our message? The tougher we test our vans, the more you love them.