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TBWA\RAAD and Nissan emphasize youthful appeal of KICKS through rap video

TBWA\RAAD and Nissan support the region’s adoration of storytelling and add a fun twist to KICKS’ tagline ‘Built To Your Beat’.

Furthering the trendy and youthful appeal of the KICKS in the region, Nissan has released a rap video in collaboration with local hip-hop artist Chyno with a Why?. Highlighting the class-leading features of the KICKS, the rap video aims to make an impact with younger audiences in the Middle East and differentiate the subcompact crossover from others in its class.

Staying true to the KICKS’ tagline of ‘Built To Your Beat’, the video combines the increasingly diverse and rapidly growing trend of rap music with the region’s love for oral storytelling. Catering to the youth and tapping into a unique form of self-expression, the KICKS has been well received since its launch last year and has experienced exceptional sales across the region, cementing its position as a leader with the highest segment market share in the SUV-B segment.

Abdulilah Wazni, Director of Marketing & Product at Nissan Middle East, said: “Through the creative utilization of music, we aim to engage and resonate with our customers while building on the KICKS’ positioning as an SUV for the youth. This catchy song and video highlight some of the KICKS’ most striking features and has been developed to appeal to the SUV’s trendy audience. Since its arrival to the region, the funky KICKS has become an indispensable part of our SUV line-up, and with the refreshed design and upgraded features, it continues to be a segment favorite, while catering to the unique needs of our young customers in the Middle East.”

Timed to the beat and accompanied by a variety of quick transitions, the video highlights several features available on the KICKS, including a touchscreen infotainment system, BOSE headrest speakers, and smartphone connectivity through Apple CarPlay. Nissan’s Intelligent Mobility suite of safety and connectivity features are also included through the mention of cruise control, automatic emergency braking, blind-spot warning, and Intelligent Around View Monitor, all of which improve safety and enhance driving experiences.

Commenting on the project, Chyno with a Why, said:” When I saw the new Nissan KICKS, I got so excited and started listing down the key features that were cool for me, especially the Bose headrest speakers. I got the chance to listen to my own mix of songs on it and ensure the songs bang!”

Since its introduction to the region in 2017, the KICKS has attracted young, enthusiastic drivers to the brand and offered them the freedom of self-expression through a wide array of colour and customization options. By championing change and being at the forefront of innovation, the KICKS’ advanced features highlight the importance of safety among young drivers while instilling a culture of driving excitement. The KICKS caters to the needs of urban commuters and reflects the increasing demand for crossover SUVs that offer fantastic connectivity, style, and value.

The 2022 KICKS is now available at Nissan’s partner network across the Middle East including, Al Masaood Automobiles in Abu Dhabi, YK AlMoayyed & Sons in Bahrain, Arabian Automobiles Co. in Dubai, Anwar Babel Co. in Iraq, Bustami & Saheb Co. in Jordan, Abdulmohsen Abdulaziz Al Babtain in Kuwait, Rasamny-Younis Motor Company (RYMCO) in Lebanon, Suhail Bahwan Automobiles in Oman, Saleh Al Hamad Al Mana Co. in Qatar, and Tehama Trading Co. in Yemen.


  • Client: Nissan Middle East
  • Agency: TBWA\RAAD
  • Media Agency: OMD MENA
  • Production House: Rush
  • Director: Pedros Temizian
  • Artist: Chyno