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
Editor's Pick
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."
Credits
- Date
- 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 :
- Traktor
- Director :
- Traktor
- 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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