Cracking the genetic code was one of the greatest breakthroughs in the history of modern science. Right from the start, it was clear that the landmark moment would have a dramatic impact on the way people chose the colour of their new car. At any rate, that’s what Nissan and its agency TBWA/RAAD are using it for. Potential buyers of the sophisticated Nissan Altima undergo a DNA test to assess their sensitivity to light and colour. This results in a numeric score that’s converted into their unique colour – which could become the shade of their new wheels. Simply book a test drive to get a DNA test. Go on, hand your DNA data over to the marketing industry. You know it makes sense.