Nissan Tips Hat to Detroit Three with “Shoulders” Titan Spot
Nissan Taps Familiar American Themes in New Ad
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