Nissan Targets Younger Truck Drivers With a Goofy Ad Featuring Mini-Dude 'Horses'

Traktor Directs Funny Spot for the Titan That's Unusual for the Category

Published On
Oct 13, 2017

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Nissan is using goofy humor to target millennial and Generation X truck buyers in a new commercial for its Titan model.

An ad by TBWA/Chiat/Day, directed by Traktor at Rattling Stick, sees a truck driver whose vehicle breaks down in the mud confronted by malevolent mini-dude "lazy horses" inside his hood. They're on strike until he sings them a song about "pretty ponies" and does a dance, too. Then, along comes another guy in a Titan, who has much more reliable "horsepower" and helps get him moving again.

There's an extended version, seen here, as well as a 60-second version running on broadcast.

According to Nissan, the approach is designed to appeal to younger viewers. Retail sales data from Strategic Vision shows that Titan has a higher share of millennial buyers than the segment's two best-selling nameplates, and with Generation X buyers, who rank 10 percentage points above the segment average.

"Over the years truck advertising has become very formulaic with stamped metal, rock crushing and chest-beating," says Jeremy Tucker, vice president, marketing communications and media, Nissan North America, in a statement. "We are looking to use humor to appeal to a younger demographic for the Nissan brand. 'No Lazy Horses' allows us the chance to break the mold and reinforce what Titan has to offer."


Oct 13, 2017
Agency :
TBWA/Chiat/Day-New York
Brand :
Nissan Titan
Client :
Nissan Titan
Vice President, Marketing, Communications and Media :
Jeremy Tucker
Director, Marketing Strategy and Content :
Erich Marx
Senior Manager of Social Media Marketing and Marketing Communications :
Anne McGraw
Global Chief Creative Officer :
Chris Garbutt
Creative Director :
Darren Borrino
Creative Director :
Rob Rutherford
Art Director :
Adam Naccarato
Copywriter :
Matt Sullivan
Group Account Director :
Ben Muldrew
Senior Account Director :
Val Tyll
Account Manager :
Cassie Pappas
Head of Integrated Production :
Jason Souter
Executive Producer :
Matt Flaherty
Associate Integrated Producer :
Olivia Whyte
Senior Business Affairs Manager :
Felicia Simmons
Product Integration :
Richard Arnett
Product Integration :
Patrick Jones
Production :
Rattling Stick
Production :
Director :
Executive Producer :
Joe Biggins
Executive Producer :
Jeff Shupe
Executive Producer :
Richard Ulfvengren
Head of Production :
Richard McIntosh
Producer :
Rachel Curl
Production Manager :
Wendal Scott Reeder
Editorial :
Final Cut Editorial
Editor :
Ed Cheesman
Assistant Editor :
Andre Castiglioni
Executive Producer :
Sarah Roebuck
Post Producer :
Laura Cavanaugh
Mixer :
Phil Loeb
Audio Mix :
Heard City
Producer :
Andi Lewis
Executive Producer :
Sasha Awn
Production :
The Mill
Executive Producer :
Heath Raymond
Senior Producer :
Nirad Bugs Russell
Senior Producer :
Abi Klimaszewska
Shoot Supervisor :
Ted Rae
Colorist :
Fergus Macall
Color Senior Producer :
Rochelle Brown
Lead Compositor :
Jade Kim
Lead Composer :
Jeff Robbins
Compositor :
Gabriel Kim
Compositor :
Rachael Moon
Compositor :
Dhruv Shankar
Designer :
Clemens den Exter
Composed by :
Beacon Street Studios
Executive Producer :
Adrea Lavezzoli

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