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Nissan begins Shark Week campaign

Automaker Nissan Canada has begun a new campaign in association with specialty television channel Discovery. The promotion, which is in support of the Nissan Rogue, involves an online video depicting a shark swimming in Lake Ontario. The video was the first phase of a marketing campaign tied to the channel's annual Shark Week programming. Nissan is the presenting sponsor of the week.

The campaign, called "In Search of Canada's Rogue Shark," was developed by Bell Media in collaboration with OMD and TBWA. Television advertising will break on July 21. Each night of programming during Shark Week will include a segment in which actor Teddy Wilson will speak with scientists about the possibility of sharks in Canada. The campaign will also include an interactive component at <>, beginning on July 28. Discovery's Shark Week will run from Aug. 10 to 16.

"This video has certainly sparked the conversation around sharks, confirming what we already know to be true," said Paul Lewis, president and general manager of Discovery. "Canadians are captivated by these creatures. We're ready to feed this fascination next month with more Shark Week hours than ever before."

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