In the world of automotive advertising, Super Bowl Sunday is 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, scoring big today with a dramatic 90-second commercial titled “With Dad.” The commercial combined a touching 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,” said Fred Diaz, senior vice president, Nissan Sales & Marketing and Operations U.S., Nissan North America. “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.”
In connection with the “With Dad” commercial Nissan will donate $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,” said Diaz. “We’re pleased to be making this donation, along with building awareness and exposure for the organizations’ important causes.”
Nissan is encouraging those who may have missed the “With Dad” spot or want to see it again to go to www.withdad.com or www.NissanUSA.com. The “With Dad” commercial, which debuted during the second quarter of today’s game, will not be shown again on broadcast TV.
As for the images of fast cars shown in the spot – along with the historical Nissan racing footage used as a backdrop – they, too, were out of the ordinary. Shown for the first time anywhere was the new Nissan GT-R LM NISMO, which will contest the LM P1 class of the FIA World Endurance Championship, the highest category in world sports car racing. The highly innovative front-engined, front-wheel drive vehicle, with its aerodynamic bodywork, is powered by a 3.0-liter V6 twin-turbo gasoline engine and a kinetic energy recovery system. It is a combination expected to produce around 1,250 horsepower under race conditions. Details on the upcoming Nissan sports sedan, which appears briefly in the spot, will be announced in the near future.
“We’ve packed a lot of story and surprises into one beautifully executed commercial,” said Diaz. “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.”
“With Dad” was developed in collaboration with TBWA\Chiat\Day, Los Angeles.
About Nissan North America
In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. Nissan is dedicated to improving the environment under the Nissan Green Program and has been recognized as an ENERGY STAR® Partner of the Year in 2010, 2011, 2012, 2013 and 2014 by the U.S Environmental Protection Agency. More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at www.NissanUSA.com and www.InfinitiUSA.com, or visit the Americas media sites NissanNews.com and InfinitiNews.com.
Nissan Motor Co., Ltd., Japan's second-largest automotive company, is headquartered in Yokohama, Japan, and is part of the Renault-Nissan Alliance. Operating with more than 244,500 employees globally, Nissan sold almost 5.2 million vehicles and generated revenue of 10.5 trillion yen (USD 105 billion) in fiscal 2013. Nissan delivers a comprehensive range of more than 60 models under the Nissan, Infiniti and Datsun brands. In 2010, Nissan introduced the Nissan LEAF, and continues to lead in zero-emission mobility. The LEAF, the first mass-market, pure-electric vehicle launched globally, is now the best-selling EV in history with almost 50% share of the zero-emission vehicle segment. For more information on our products, services and commitment to sustainable mobility, visit our website at http://www.nissan-global.com/EN/.
About Habitat for Humanity
Habitat for Humanity International’s vision is a world where everyone has a decent place to live. Anchored by the conviction that housing provides a path out of poverty, since 1976 Habitat has helped more than 5 million people through home construction, rehabilitation and repairs and by increasing access to improved shelter through products and services. Habitat also advocates to improve access to decent and affordable shelter and offers a variety of housing support services that enable families with limited means to make needed improvements on their homes as their time and resources allow. As a nonprofit Christian housing organization, Habitat works in more than 70 countries and welcomes people of all races, religions and nationalities to partner in its mission. To learn more, donate or volunteer, visit habitat.org.
Wounded Warrior Project
Wounded Warrior Project® (WWP) has a vision of fostering the most successful, well-adjusted generation of wounded service members in our nation’s history. To achieve this objective, WWP is committed to a lifetime of service and commitment through its mission: to honor and empower Wounded Warriors. WWP currently serves more than 60,000 warriors and nearly 9,000 family members through its 20 unique programs and services. The purpose of WWP is to raise awareness and to enlist the public’s aid for the needs of injured service members, to help injured servicemen and women aid and assist each other, and to provide unique, direct programs and services to meet their needs. WWP is a national organization headquartered in Jacksonville, Florida. To get involved and learn more, visit www.woundedwarriorproject.org.
TBWA\Chiat\Day is a TBWA Worldwide company. TBWA Worldwide (www.tbwa.com) is a top ten ranked global advertising network that holds Disruption® at its core to develop business-changing ideas for the brands it works with. TBWA has 11,100 employees across 323 offices in 97 countries and also includes brands such as AUDITOIRE, BEING, Digital Arts Network (DAN), eg+ worldwide, The Integer Group®, TBWA\Media Arts Lab and TBWA\WorldHealth. TBWA’s global clients include Accenture, adidas, Apple, Energizer, Gatorade, GSK, Henkel, Kraft, McDonald’s, Michelin, Nissan, Pernod Ricard, Pfizer, Standard Chartered Bank, Singapore Airlines, Sotheby’s and Vichy. Follow TBWA on Twitter and Instagram and like us on Facebook.