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Marty's Marketing Musing's - 2016 Nissan Titan "Shoulders Of Giants" TV Commercial +VIDEO


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Marty's Marketing Musings;
Nissan New Titan TV Commercial
Respects Its Truck Competitors

by Marty Bernstein
Senior Editor-at-large
The Auto Channel

Tonight, January 11, 2016 Nissan premiered a new, ground breaking :90-second, yes , a :90- second commercial, during the most anticipated college football game of the year: College Football Playoff National Championship for the 2016 Nissan Titan.

Jeremy Tucker, Nissans vice president marketing communications and media, revealed the new spot, called “Shoulders Of Giants,” in a private preview during media days of the North American International Automobile Show now underway in snow covered Detroit.

When I was on the agency side of the desk decades ago, one of the accounts I supervised, broke the sixty second rule then prevailing for commercial length and launched the first :30-second spot on network television’s Monday Movie of the Week (pre-Monday-night-football) that was shared with Marlboro cigarettes.

So when Jeremy told me their new spot was a ninety, I was rather surprised. Then on his laptop he previewed the sport for me. And I was blown away!

This is not one of the ubiquitous sweat incrusted, testosterone charged boring spots of trucks pulling, hauling, moving, dragging, pushing or carrying lots and lots of obviously heavy objects and things with voiceovers regaling the view with tech specs. Ugh.

Nissan Titan TV Commercial - Shoulders of Giants

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It is a truly creative undertaking that took significant advertising challenges and met them head-on. The commercial you will first see in MMM if you missed the game during the third quarter, opens with a beautifully shot and produced, warm and fuzzy montage of children – wow casting -- doing things kids do “(but they can’t drive,” I bet some exec had to say) with a voiceover’s narrative about those who lead and those who blazed new paths and pays homage to video shots of classic pick-ups from Chevrolet, Ford and Dodge. Nothing negative, controversial or denigrating.

I almost wanted to hear music of Aretha singing “Respect” as the mellifluous voice continues, “To those who’ve gone before us … Ford, Chevy, Dodge… thank you, we see the way forward. The spot ends with a reveal of the new Titan with the tag line supered “The ‘Every Duty Truck.”

I believe he spot sets a new standard for truck advertising. An interesting build-up to grab the viewers eyeballs and then move on to the positive introduction of the new Titan truck . The minute and a half commercial has a positive brand message without compromising anything. And it’s far from boring.

Created by Nissan’s longtime agency, TBWA Chait-Day. And it’s Clio worthy and no small amount of corporate discussion. The new Titan spot does not criticize or denigrate the brands major truck competitors. It pays homage to and respects the audience.

Please let me know what you think, mbcarwriter@sbcglobal.net

NISSAN COMMENTS:Thanks for watching, we have all had a giant. Someone who has gone before us. Who encouraged us, inspired us, and challenged us to reach further to new heights. It is by standing on the pillar of their example that we see the way forward, and it is on their shoulders that we built a TITAN.

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