Nissan was a sleeping giant in Thailand—built on a legacy of challenging the norm, but no longer showing up that way.

We reconnected the brand to its DNA, leading to YES! Nissan—a simple, optimistic platform that brought back boldness and intent. The shift was clear: stop playing safe, start making people feel again.

The impact showed with the Nissan KICKS. In a crowded EV market, it offered something different—a 100% electric drive powered by gasoline. No range anxiety. Just pure drive. Sales surged, and the film reached 25 million views in under a year.

When a brand finds its truth again, everything moves.

25M views in a year. We’ve piqued people's curiosity about e-POWER. 👍

Alongside KICKS e-POWER, the transformation extended across the lineup—including pickups, where Nissan’s story in Thailand began.

We stayed true to that DNA: durability, resilience, and a no-nonsense attitude shared by both the vehicles and the people who drive them.

Under Ton Prompt Lui—“Durable and Ready for Anything”—we brought in real voices who live that spirit, from Songkran Rangsan to Tawanchai PK.Saenchai and others who rebuilt their lives through adversity.

Because durability isn’t just built into the truck. It lives in the people behind the wheel.

Created at Nissan United