Workers at Nissan’s factory in Canton, Mississippi, have strongly rejected representation by the United Auto Workers — 63% to 37% — despite a multi-year organizing campaign. Nissan spent enormous resources in a counter-campaign that included a local advertising blitz consisting of television commercial spots, newspaper and radio advertisements, and Spotify ads. Nissan’s expenditure to stay union-free in the traditionally union-free South provides a valuable lesson to employers: Do not be complacent about the prospect of unionization, regardless of location and organizing history.