Nissan has launched a new Motability advertising campaign, dubbed ‘Own Your Style’ that puts disabled people front and centre.
This approach shines a spotlight on the people behind the wheel. Each story highlights strength, independence, and personality, challenging conventions and setting a new standard for inclusion in the automotive industry.
Photography for the campaign was led by Esme Moore, a fashion photographer and Motability customer. She said: “For me, the number one priority when shooting a campaign that showcases those with disabilities is to highlight the strength, independence, and power that can be found within the disabled community.
“Everyone deserves to be seen in this way. Nissan has put authenticity at the forefront by featuring real Motability users both in front of and behind the camera.
“It’s this level of understanding and willingness to truly listen that can create a meaningful, long-lasting and positive change to mainstream perceptions of the disabled community.”
The campaign features six individuals who have all been supported through the Nissan Possibilities Project, the company’s long-term Corporate Social Responsibility programme aimed at improving accessibility and inclusion.
Participants include athletes, community advocates, and individuals who have benefited from initiatives such as Nissan’s partnership with Sported UK and The Richard Whitehead Foundation, as well as the Dare to Defy documentary series on Prime Video.
Nissan has produced a series of short films in collaboration with Dark Horses, featuring interviews conducted by Paralympian and Nissan Diversity, Equity and Inclusion ambassador Richard Whitehead MBE.
Fiona Mackay, Nissan Marketing Director, said: “We’re delighted to be able to invite people we’ve supported through the Nissan Possibilities Project to feature in our new Motability campaign.
“It’s so important to us that our advertising is authentic and reflects the voices and experiences of real customers. Nissan has a long history of supporting the disability community, and we remain committed to ensuring disabled people feel seen, represented, and heard.”
“All our dealerships have trained Motability experts on hand to support, and we look forward to welcoming many more happy Nissan Motability customers in 2026.”
The campaign was developed in partnership with TBWALondon.
