Nissan goes to Super Bowl ‘With Dad’
In the world of automotive advertising, Super Bowl Sunday was the one day of the year where pretty much anything goes. Nissan exemplified that strategy in its return to the Super Bowl ad ranks for the first time since 1997, making a statement with a dramatic 90-second commercial titled ‘With Dad’. The commercial combined a storyline with the debut of future Nissan race and production vehicles.
The story, which follows an up-and-coming race driver through his journey to the highest levels of motorsports competition, uses a narrative soundtrack provided by Harry Chapin’s iconic ‘Cat’s In the Cradle’. It depicts the struggles of a father and mother to balance work and family while they raise their son. In the end, the cycle, so well known in Chapin’s song, is broken.
“The spot depicts a journey that moms, dads and children face in trying to make family a priority while striving to balance work demands. Like many women and men in America, our dad cherishes the time he spends with his family, but the requirements of his job continually call him away. But as we see, both parents share equally in the courage, hard work and sacrifice required to keep the family strong as they raise their son,” said Fred Diaz, Senior Vice President, Nissan Sales & Marketing and Operations US, Nissan North America.
In connection with the ‘With Dad’ commercial Nissan will donate USD 1 million to help people build a better future for themselves and their families through a contribution in support of Habitat for Humanity and Wounded Warrior Project (WWP).
“Beyond just the work-life balance depicted in the ad, many families all over the country are struggling to find affordable housing or are in need of assistance re-assimilating into family life after military service. We’re pleased to be making this donation, along with building awareness and exposure for the organisations’ important causes,” said Mr Diaz.
“We’ve packed a lot of story and surprises into one beautifully executed commercial. After a long absence, it was not only great to be back in the big game, but to be back with such an impactful presence,” added Mr Diaz.
‘With Dad’ was developed in collaboration with TBWA\Chiat\Day, Los Angeles and will not be aired on broadcast TV, keeping the film only on digital platforms.
