Nissan's new "Tough Love" campaign debuted this week, which features rock and TV star Bret Michaels serenading new Nissan vehicles.
The automaker called Michaels a "perfect fit for the vehicles."
"(He) really took an interest in the entire development and testing process," said Fred Diaz, senior vice president of Nissan North America Sales & Marketing and Operations, in a statement, according to a company release. "He also amazed us during filming by relating experiences from his life to the messages we're sharing about the durability testing of our lineup of Nissan commercial vehicles."
The 2014-'15 Nissan NV Cargo, NV200 Compact, and NV Passenger are all featured in the new promotion.
Nissan said the "Tough Love' campaign is aimed at small-business owners and highlights the difficult development process for each vehicle.
Michaels also has a huge female fan base, so the promotion could help convince wives or girlfriends who aren't sure about picking a new Nissan as their next vehicle.
Nissan's new vehicles were designed to compete for sales against the likes of the 2015 Ram Cargo Van, Ford Transit Connect and GMC Savana.
The Nissan NV200 competes with the 2015 Ford Transit Connect and Chevrolet City Express. The Nissan NV Cargo van targets the 2015 Ram Cargo Van and Ford Transit Connect XL.
Nissan's NV Passenger van competes with the 2014 Chevrolet Express and GMC Savana.
Diaz added that Nissan aimed to "get business owners' attention" with the new campaign, which features Michaels singing the rock classic "Endless Love" to the vehicles.