Nissan Middle East and TBWA\RAAD unveils Dar Patrol CGI across OOH and social

Nissan Middle East partnered with TBWA\RAAD to launch Dar Patrol CGI, a disruptive OOH and social-first campaign in which the legendary model breaks out of a static billboard, transforming the urban landscape into its natural habitat: the desert.

Without relying on traditional performance messaging, Nissan and TBWA\RAAD created a hyper-realistic CGI moment using a raw, phone-captured POV. The creative approach brings the Patrol’s heritage and unstoppable spirit to life through contemporary, scroll-stopping executions designed to feel authentic, culturally relevant, and digital-native. The result is a modern expression of dominance that shows heritage and innovation can coexist without compromise.

Rolled out across billboards and amplified on Instagram and TikTok in Abu Dhabi, Bahrain, Dubai, Kuwait, Qatar, and Iraq, the campaign gained rapid traction, reaching 8 million organic views within the first 48 hours on social and 82 million views through earned media shortly after launch.

By defying the ordinary, the dual approach highlights the Patrol’s cultural dominance, deep-rooted connection to the land, and ability to belong everywhere, landing with a clear message: This house is our house. The house of Patrol.