When car companies attempt to reach younger, trendier audiences through cross-promotional lifestyle branding, the result is usually a branded hoodie, an overpriced wristwatch, or perhaps a sleek electric scooter that nobody asked for.
Nissan’s motorsport division, NISMO, has decided to leap straight past the conventional swag bag and instead head directly for dental cosmetics.
As it bids to celebrate the finale of the ABB FIA Formula E World Championship in London this weekend, NISMO has partnered with London-based custom jeweler LOUD MOUTH LDN to craft a set of bespoke “grillz” inspired by iconic Nissan performance cars.
While it reads like a rejected April Fool’s gag, this collaboration is literally putting grilles on your grill as it takes the front ends of four well-known performance and motorsport Nissan machines and reinterprets them for your front teeth.
Ordinarily, grillz are silver- or gold-based tooth jewelry, and there are pretty wild designs out there, some even with precious gems embedded in them. These four Nissan pieces are much more brightly colored than the norm though, based on the subject matter.
That begins with the bright blue of the R34 Skyline GT-R, with Bayside Blue enamel laid over the silver base. The design includes the intakes of the lower front end and little amber accents to mark the indicators on the only set inspired by a road car.
A second R34 features on a yellow set, based on the Pennzoil livery of the two-time champion GT500 race car from the All-Japan Grand Touring Championship (JGTC) series. This slightly less complex design features the race car’s deeper air dam and the stripes of the livery complemented by sponsor-inspired roundels.
There’s a red set taking its cues from the more modern Nissan Z GT500, used in the successor Super GT series. This set looks like it includes the Z’s headlights and something that could be an attempt to replicate the front wing stays.
Finally there’s the most relevant vehicle, the outgoing Gen.3 Evo Formula E of the NISMO team, with a detailed design featuring the car’s sakura livery, #23 race number, and a full front wing assembly. This car is in with a chance of securing a second successive driver’s title for Barnsley-born Oliver Rowland in the season-ending double-header, though he currently sits in fourth.
Before you run out to schedule a dental impression kit, there is a catch: Nissan is treating this absurdly detailed project as a one-off artistic showcase rather than something destined for even limited production.
The collection will be put on public display at the Westfield Stratford City mall before moving a couple of miles down the road to ExCeL London for the Formula E race weekend (August 15-16), where attendees will have a chance to win a custom piece created by the jeweler.
There’s been some strange promotional automotive tie-ins, but NISMO placing Super GT styling cues directly onto your teeth feels like a high-water mark for factory-backed weirdness.
It may not add horsepower, but it gives new meaning to “smiles per gallon.”
Top graphic image: NISMO
God I’m old I just don’t get the appeal of looking like your kid hit you with his RC Car and parts got stuck
Yeah this should help the brand shake its “our cars are for hood dudes” image.
A Ray Ban collab where the lens tent is already bubbling will really bring the look together.
Still pretty cool though.
I have to respect how out there this is as a concept. The only reason that it’s not actual merch is that the logistics of getting them to fit everyone’s teeth is quite difficult.
Clothes for teeth! American Dad had a skit about this.
So………no Deltawing or GT-R LM Nismo? What a pity.
…checks calendar.
nope, not April.
The world continues to confuzzle, more and more each day.
You must be new here. We do it on May 32nd
And March 32nd.
And every 3rth Thursday
Imagining Larry David seeing this and then taking about 15 seconds to stretch out saying “eeeeehhh…”
Nothing has ever screamed “bring back Carlos Ghosn” so damn much that they are willing to get hit in the face for it. Nissan be asking for it.
I guess I’m glad this exists because The Autopian got an article out of it, but it really begs the question who at Nissan looked at this idea and thought, “Yeah, that’ll help sell cars.”
Are all “younger, trendier people” either angry or stoned? Just asking.
They should sell it! Maybe it could help pay off those Jatco Xtronic CVT warranty claims LOL
I don’t mind the silly, I just find such prominent photos of teeth rather unnerving.
Well, I’m not offended by this. I think it’s silly, but the world could use more silliness.
It’s fun and whimsical.
We need more of this.
And a whole lot less of the angry stuff.
Had to look up whimsical to be sure. It doesn’t say stupid. Lol
This might be the dumbest thing I have ever seen. Please tell me it’s fiction.
You clearly missed the recent remake of Cape Fear
That’s some of the dumbest merch I’ve ever seen.
Good to see the Nissan team doing the hard work to get back to being a respected car company!
This was step 1.
Step 2 is a new Silvia.
Saliva?
And what about the Altima grille — comes pre-smashed in? A grille that not only gets up in others’ grilles, but the driver’s own grille, too.
The Altima version is only for those with “sub prime” dental health.
Dental insurance strictly optional.
My teeth are such a mess that an Altima grill would look natural on me.
The Altima grill instantly breaks your teeth if you put it on
If they did something to commemorate the Altima it would have to be a butt plug, as their usual place is up my ass in traffic.
You win the internet today
This is the fun, creative kinda dumb I can get behind. More like this, less influencer campaigns and AI chatbots.
Some pro rugby players have been using sponsored gum guards for a while now.
Not sure if Nissan sponsors rugby in Japan — would not be surprised if they do, they are due to hold the next World Cup but one there.
Talk abut getting up in your grill….
Seems like the perfect way to promote the redesigned grille on the 400Z.
When I asked how I know when I’m old, people have just said ‘you’ll know.’
After this article, I know.
Does the Juke version come with a hat for the headlights?
Zing!
We are living in a stimulation. Nothing else explains this.
Drugs maybe?
someone at corporate nissan asked gemini what would be the coolest swag they can produce….this is what happens when you let ai run amok.