Disclaimers, a highly necessary “encumbrance” for marketing communication.

There to ensure that absolutely no part of the spot could be wrongly construed or otherwise misinterpreted.

As purveyors of cutting-edge technology, “disclaimers” are very familiar territory for Nissan.

The automotive giant has been at the forefront of piloted drive technology in Japan, pioneering this territory ahead of the competition. It’s something that the clients and agency are rightly proud of, but alas “disclaimers” abound, naturally.

No matter how confident and full of conviction the brand is, the many disclaimers can take the wind out of the messages’ sails somewhat.

“Nissan the technology company” was fast becoming “Nissan the disclaimer company”.