With the launch of the new 2016 Nissan Titan XD, the Japanese automaker decided to take its marketing strategy in a different direction. In the 90-second commercial that aired during the College Football Playoff National Championship game, respect was the message.
The spot itself featured cameos from the top American trucks, including offerings from Chevrolet, Ford, and Dodge, which Nissan’s Fred Diaz believes the Titan XD can now compete against. “We understand that you have to show respect to earn respect with truck buyers, and with the all-new TITAN XD we now are here to compete.”
During the 90-second commercial, the narrative introduces a number of people along with the mentors they idolize. From a girl dreaming as she watches an astronaut on TV to a boy looking to his big brother for courage before cliff-diving into a pool, the TV spot takes an emotional look at hero worship. At the end, the narration switches gears and talks about past trucks and those that are blazing new paths. Nissan thanks those who have come before, and the commercial closes with the new tagline: “The ‘Every Duty Truck.’” Nissan will offer the new Titan in half-ton and three-quarter-ton configurations, five trim levels, three cab configurations, and with three powertrain options including the Cummins 5.0-liter V-8 turbodiesel engine.
While Nissan may not be a domestic brand, Jeremy Tucker, vice president, Marketing Communications, and Media, Nissan North America, believes it will resonate well with the American truck market. “This American TITAN was planned in Tennessee, designed in California, engineered in Michigan, tested in Arizona and assembled in Mississippi, and the powertrains come from Tennessee and Indiana. We are confident this is a truck Americans will be proud to call their own.”