Inspired by the research photos taken inside the cars of hundreds of 20-30 year olds, the all-new 2007 Nissan Sentra will debut this month in an unprecedented marketing campaign. The research demonstrated that young people use their car as if it were another room in their home -- filled with gym clothes, sports equipment, music (in all delivery forms), food, and ways to communicate with the outside world.
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2007 Nissan Sentra Marc Sleeping In His Car

"7 Days in a Sentra" is the simple but ingenious notion that will be translated into television commercials, webisodes, online executions, and a special two-minute piece -- take one man, the 2007 Nissan Sentra, and a challenge to actually live in the car for seven full days and be filmed doing it. Tapping into a number of pop culture trends (episodic story-telling, real-life adventures, blogging and vlogging), Nissan casts the campaign in a whole new light.

"With this approach, we're moving away from 'interrupting' our consumers and toward creating opportunities to interact with them. I think we also transition from story telling to conversation," said Jan Thompson, Nissan's vice president of marketing. "The integrated marketing campaign will showcase the all-new Sentra in an innovative way across many communication channels."

Thompson noted that all 168 hours of film shot over the real seven-day experiment (shot in and around Los Angeles) were designed to showcase the Nissan Sentra's new features including:
2007 Nissan Sentra Marc Eating

- Roomy interior with long list of available amenities, including a 60/40 split double-fold rear seat, available hidden trunk storage compartment, and available integrated overhead compact disc holder.

- Multiple AM/FM/CD audio systems available, including RDS, mp3 playback, satellite radio and auxiliary input capability (variations by model).

- Available Intelligent Key keyless entry system and available Bluetooth Hands-Free Phone System.

"We also showcase Sentra's smooth ride and fuel efficiency in vignettes that are both funny and surprising," Thompson added. "And no stunt drivers were employed!"

Nissan selected Marc Horowitz, a photographer's assistant and San Francisco native, to be the central character of the campaign. While the storyline depicts a young man living out of his new Sentra for seven consecutive days as an experiment to see if the Sentra lives up to its promises, Marc's experience was anything but fictional.