Much like one of Toyota's ads, Nissan is choosing to focus on fathers this year. The story of the commercial is about a racecar-driving dad balancing work and life with his new child, but despite the motorsports connection, the teaser shows cars for just a few seconds. Hopefully, setting the commercial to Harry Chapin's Cat's in the Cradle doesn't make the whole thing too maudlin.
We'll be seeing even more from Nissan during the Super Bowl than originally thought, as well. The automaker will now be taking 90 seconds of ad time during the game, rather than the original plan for 60 seconds. Perhaps the extension will give the company even more time to show off its two surprise product cameos during the spot. One of them is rumored to be the first official glimpse at the GT-R LM Nismo LMP1 racer.
Nissan back as Super Bowl advertiser after nearly two decades
Releases first 10 seconds of its ad as a teaser
Announces the in-game commercial has been lengthened to 90 seconds
Story will depict the struggle of work-life balance facing many American families
Iconic song "Cats in the Cradle" by the late Harry Chapin featured
Two surprise products to make cameo appearances
NASHVILLE, Tenn. – Nissan, which has been teasing its Super Bowl plans through a one-of-a-kind social media campaign using YouTube "content creator" videos and the hashtag #withdad, is giving the first hint of its in-game commercial by releasing a short preview of the spot today.
Nissan previously announced it would feature a 60-second spot in the Super Bowl. The company has increased its stake in the game to a 90-second ad, which it says will tell a unique family story while maintaining a strong Nissan brand connection.
Nissan released the first 10 seconds of its commercial, which depicts a couple having a baby and images of the dad working as a race car driver mixed to a soundtrack of Harry Chapin's iconic song, "Cat's In the Cradle."
"We can't wait to share this emotional story with the Super Bowl audience and we hope seeing the first few seconds will whet America's appetite to watch the spot during the game," said Fred Diaz, senior vice president, Nissan Sales & Marketing and Operations U.S., Nissan North America. "We think we've captured and told a touching story about a family's struggles with work-life balance in our 90 seconds during the game. But what we really want is to start a conversation about family that lasts well beyond the game."
While many advertisers release their commercials on YouTube in the weeks before the game, Nissan is keeping its full ad quiet until its debut during Super Bowl XLIX on Sunday, Feb. 1.
Nissan is encouraging those interested in learning more to go to www.withdad.com or www.NissanUSA.com to view its #withdad YouTube videos and share stories about their families. The teaser video is available to media at Nissan's online newsroom www.NissanNews.com.
"The teaser gives a hint at an emotional story set to the beat of a very emotional and iconic piece of music," said Diaz. "You'll also see two surprise products that will make cameo appearances in the full story on Sunday."