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."