nissan × karol g

a 5-minute nissan spot people actually wanted to watch

instead of a 30-second interruption inside the latin grammys, we built a 5-minute moment with karol g — a first-of-its-kind reggaeton meditation. the audience didn't skip it. they shared it.

client: Nissan
artist: Karol G
format: 5-minute broadcast ad
moment: Latin Grammys

the problem for the brand

how do you buy attention on the biggest latin night of the year?

the latin grammys is a wall of 30-second spots. every brand is fighting for the same three seconds. nissan needed a way to own the night, not just interrupt it.

the idea

turn a party genre into a moment of calm

reggaeton is loud, fast, and everywhere. we flipped it — a guided reggaeton meditation with karol g, at the peak of her cultural moment. same beat people love, a completely new feeling.

what the client got

5 minutes of undivided attention

a broadcast slot that felt like content, not a commercial
karol g's audience already gathered — no extra media spend to find them
a 360° format that kept living online after the broadcast ended
a fresh reason for people to talk about nissan on latin music's biggest night

source for nissan — karol g meditation — view the case study ↗

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