Campaign Idea: The campaign centres on a guy in his flat taking everyday mundane tasks to extreme cringe worthy levels. Each time something horrible happens to him it reinforces the fact that the safest place to practise extreme living is in an X-trail. Target: 30-54 ABC1 Men. Marketing:We primarily want to use these clips to create a different, more daring perception of Nissan and the X-TRAIL brand by talking to the male target in a whole new way. Thus, the primary objective was to gain brand uplift.