We challenged the man with the best memory in the world, Jonas Von Essen, to recite every specification for each new Nissan, from memory. All while being hurtled around custom-built tracks, designed to show off the very features he was trying to recall.

Turning facts and figures, into tyre squeals and engine roars.

Four videos featuring the two-time world memory champion were created - one for each new vehicle in the range. In them, Jonas was given only four minutes to recite up to 138 specifications (around 1500 words) per car, after being given only hours to memorise them.

From the 3-point Emergency Locking Retractor Front Seatbelts with Seatbelt Pretensioners and Load Limiters, to the really hard stuff like where the cup holders can be found, Jonas had to recite every spec, first-try, in his second language.

Driven by professional stunt woman Samantha Frost, Jonas’ memory was tested across custom built circuits at an abandoned airfield; battling simulated river crossings, reverse-camera slalom courses, never-ending-roundabouts, and parking wardens with very little patience.

One two minute video was then released every week for a month via Nissan’s social channels like Facebook, Twitter, and YouTube.

The video spec-sheets were viewed over a million times, a 921% increase of consumption of Nissan’s specification brochures from the previous year.