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  • Nissan Tips Hat to Detroit Three with “Shoulders” Titan Spot

Nissan Tips Hat to Detroit Three with “Shoulders” Titan Spot

Nissan Taps Familiar American Themes in New Ad

Jan 11, 2016
The American-ness of the second-generation Nissan Titan has been a familiar theme since the company started its series of “Truckumentary” web videos, and the tagline “American Titan” has been prominently used. So it’s not a great surprise that Nissan is leaning heavily on nostalgic Americana for its first broadcast TV spot for the Titan XD. What is somewhat of a surprise is that they publicly acknowledge and pay homage to its rivals, namely, the Detroit Three.
The 90-second spot, airing during the College Football Playoff National Championship game, starts off with footage of parents and kids, with a child-narrated voiceover saying, “We have all had a giant, someone who’s stood tall, who’s showed us how to be, what we could become, and how to get there.” Footage of firefighters, astronauts, football coaches, transitioning to a 30-something drone maker looking at a photo of a pilot and antique biplane, and an older brother encouraging his little brother to take a plunge into a swimming hole.
It then ends with the line: “Those who have gone before us -- Chevy, Ford, Dodge -- Thank you. We see the way forward.” Is Nissan publicly naming its rivals classy or risky? Watch the spot below and share your thoughts.
Source: Nissan via YouTube

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