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February 4, 2013

New World Record Set With Nissan Ad Featuring Larger Than Life Usain Bolt

  • Mega-sized image of Usain Bolt on Nissan billboard in Dubai international airport; billboard is recognized by Guinness World Records™ as world's largest illuminated advertising sign (indoors)
  • Picture shows the “world's fastest man" on the “world's largest indoor billboard"
  • World's largest indoor billboard prominently features Usain Bolt, Olympic sprinting champion and Nissan's “Ambassador of Excitement", in one of the company's “What IF_" global brand campaign ads

YOKOHAMA, Japan (February 4, 2013)—Usain Bolt, the “world's fastest man" and Olympic sprint champion, is now truly larger than life. An image of a double-sized Bolt is now prominently featured on a Nissan billboard at Dubai's international airport. The billboard's dimensions were recognized today as a new Guinness World Record™. The ad shows Bolt, already a standout at 1.95m tall in the flesh, at over 4.1m even in a crouched position. The mega-sized picture of Usain Bolt is one of a series of advertisements currently placed in major international airports around the world as part of Nissan's “What IF_" global brand campaign.

The billboard, installed in Terminal 3 at the Dubai International, was recognized by Guinness World Records™ at a ceremony held today at the airport as “the largest illuminated advertising sign (indoors)." Measuring 28.0m in length and 6.2m in height, with a surface area of 174m2, and with 183,024 white LEDs, it was unveiled with the latest Nissan ‘What IF_' campaign artwork. It is estimated that it would take the world's fastest man the same time to run across the length of the ad as it takes a model year 2013 Nissan GT-R to accelerate from 0 to 100 km/hour: 2.7 seconds.

Commenting on the new Guinness accolade, Usain Bolt said: “It is a pleasure being part of another world record and I continue breaking world records, because that's what I do."

Today, Mr. Paul O'Neill, vice-president of Guinness World Records™, officially recognised Nissan's backlit indoor advertising sign as the largest of its type in the world. O'Neill presented Nissan, represented by Roel De-Vries, Global Marketing vice president and Atsuo Kosaka, managing director of Nissan Middle East, with a Guinness World Record™ certificate recognizing this feat. The recognition was shared with Dubai International, and a specially-commissioned commemorative plaque of the record was offered to His Highness Sheikh Ahmed bin Saeed Al Maktoum, president of the Department of Civil Aviation, and Chairman of Dubai Airports.

“It felt natural for Nissan to choose Dubai International, one of the largest and most important airports in the world, as of one of the key locations for the deployment of our global brand campaign. Nissan is proud to have achieved a world record in Dubai, the city of so many world records," commented de-Vries.

“It is an honour to have His Highness with us today as Nissan celebrates another landmark day in the Middle East," said Atsuo Kosaka. “When we began this project, we were bold enough to ask ourselves, what if we can turn our advertising at Dubai International into a world record?.' Today we see the result of that commitment as we once again deliver ‘Innovation that Excites' into everything we do in the Middle East region."

Nissan's global brand campaign will reach 100% of the passengers of Terminal 1 and 3, Concourse A and Concourse B, through more than 74 touch points at Dubai International.

About Nissan's ‘What IF_' campaign
The ‘What IF_' brand campaign is a global initiative utilizing the major international airports across the world together with a multi-channel communication strategy which will be implemented over the next couple of years. The campaign will communicate Nissan's limitless innovation through constantly refreshed creative ads that will surprise and further deepen the understanding of Nissan's human-centric approach to innovation.
The ‘Innovation that Excites' global brand platform marks a profound shift in Nissan's operations and promotes the inherent role that innovation plays across every part of the company, globally. Those words, exciting and innovative, are at the heart of what we do at Nissan. We believe in delivering innovative products and excitement for everyone. We believe in innovation which is useful to real people in the real world. This belief in customer-focused innovation underlines everything we do.

The ‘WHAT IF_' campaign underlines Nissan's commitment to bring innovative and exciting products to our customers.

The first creative work showcased the following:

  • Nissan's leading EV (electric vehicle) technology with the Nissan LEAF's remote-charging capability via a smart phone application
  • Safety technology with the Around View Monitor, which provides a bird's eye view that enables the driver to position a vehicle for parking or confirming the surrounding driving environment
  • Performance leadership with the Iconic Nissan GT-R sport sedan

About Nissan
Nissan Motor Co., Ltd., Japan's second-largest automotive company, is headquartered in Yokohama, Japan, and is part of the Renault-Nissan Alliance. Operating with more than 248,000 employees globally, Nissan provided customers with more than 4.8 million vehicles in 2011, and generated revenue of 9.4 trillion yen ($US118.95 billion). With a strong commitment to developing exciting and innovative products for all, Nissan delivers a comprehensive range of 64 models under the Nissan and Infiniti brands. A pioneer in zero-emission mobility, Nissan made history with the introduction of the Nissan LEAF, the first affordable, mass-market, pure-electric vehicle and winner of numerous international accolades, including the prestigious 2011-2012 Car of the Year Japan and 2011 World Car of the Year awards.

For more information on our products, services and commitment to sustainable mobility, visit our website at http://www.nissan-global.com/EN/
"Like" us at www.facebook.com/NissanGlobal

About Usain Bolt: www.usainbolt.com
Arguably the most naturally gifted athlete the world has ever seen, Usain St. Leo Bolt, has confirmed his tremendous talents when he realized his dreams by winning a phenomenal three gold medals and breaking three world records at the 2008 Olympic Games in Beijing, China. Bolt became the first man in Olympic history to win both the 100 and 200 metres in world record times and then as part of the 4 X 100 metres team, which also ran a record.
In 2012 in London he created history again by successfully defending all three Olympic titles with 100m, 200m and 4X100m victories. The relay was a world record of 36.84 seconds where Bolt was on the anchor leg.

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