Mazda has Zoom-Zoom, now Nissan North America is to use the tagline ‘SHIFT _’, the company said yesterday.

A new advertising campaign scheduled to break in early September will invite (Nissan says compel) consumers to shift the way they view driving, the company’s products, and its brand.

“‘SHIFT_’ emotionally communicates the premise that ‘A shift can change a person, a life, the world, or it can simply change the way you move through it’,” the PR bumpf says.

“SHIFT_ is more than a tagline. As a marketing communication platform, it represents both an invitation to consumers and a challenge to Nissan employees to never be satisfied with the status quo. For Nissan, it means we are committed to ‘shift’ the possibilities of what people can expect from us.” said Steve Wilhite, vice president of marketing for Nissan.

Don’t think you’ll escape if you live outside North America, either. Just as Mazda’s ‘Zoom Zoom’ tagline has (successfully) migrated to Europe and other markets, Nissan sees similar potential.

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Nissan Europe is already using ‘SHIFT_ expectations’ while Japan will use ‘SHIFT_ the future’.

The launch of the new 350Z will see the tagline used extensively on individual product ads.

The new ads will be seen first on September 4 with a series of television spots.

The advertising has been created by Nissan’s agency, TBWA/Chiat/Day, based in Playa del Rey, California.