EIGHT years after urging consumers to “Shift” their buying behavior when it comes to cars, trucks and minivans, Nissan North America is changing brand themes. In a campaign that is scheduled to get under way on Saturday, Nissan North America, part of the Nissan Motor Company of Japan, will proclaim its mission is to provide “Innovation for all.” The change will also bring more humor to Nissan advertising than has been evident recently: the addition of a sound at the end of each commercial, meant to symbolize the Nissan brand, and a new voice-over announcer for the commercials, the actor Robert Downey Jr. Nissan is “rallying around innovation,” said Jon Brancheau, vice president for Nissan marketing at Nissan North America in Franklin, Tenn., as embodied by the Leaf, the mass-market electric car that the company is to bring out at the end of the year.
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