Nissan is partnering with YouTube creators for its first Super Bowl campaign in over two decades.
The automaker's #withdad campaign is celebrating dads with a batch of videos from the likes of Epic Meal Time, Dude Perfect, Jabbawockeez, Convos with my 2-year Old, Roman Atwood and Action Movie Kid.
The content creators were tasked with creating short online films that celebrate the innovative and exciting ways that dads make life better for their families and how they strive to find a work-life balance, Nissan said in statement. They were paid for their work, according to a spokeswoman.
"It's amazing to think that YouTube didn't exist the last time Nissan ran a Super Bowl ad," Jim Casali, head of industry-automotive for Google, said in a statement. "It's great to see them leading the charge this year with a digitally savvy approach, working with these talented YouTube creators and using the YouTube platform to extend both the reach and life of their Super Bowl campaign."
Nissan will not release a teaser of the actual Super Bowl commercial, or the spot itself, prior to the Super Bowl.
"After nearly a two-decade absence from the Super Bowl as an advertiser, we want to maintain the excitement and anticipation of game day," Fred Diaz, senior VP-Nissan Sales & Marketing Operations U.S., Nissan North America, said in a statement. "With so many commercials airing before the big game, I fundamentally believe it takes away much of the magic of showing the commercial on the biggest stage of the year."
Still, Nissan wants to build suspense and provoke a social conversation ahead of the big game: It's hoping to tap into the already established fan-bases of these YouTube creators.
The YouTube creators will be posting the content to their own channels up until the Super Bowl on Feb. 1 and Nissan will be aggregating the videos to the #withdad hub on its own YouTube channel.