These Crazy, Lazy Horses Are Chasing Millennial Drivers
TBWA\Chiat\Day horses around with Traktor for surreal Nissan Spot
Nissan’s new TITAN campaign from TBWA\Chiat\Day is a stark departure from the competitive and serious tone often used in truck advertising, as the brand uses humour to attract more Millennial and Generation X buyers – two key demographics TITAN currently has a higher share of than segment sales leaders.
And to hit that sweet comedy spot, TBWA\Chiat\Day teamed up with directing collective Traktor, the Nordic ‘LOL-sters’ known for their ability to take humour to wonderfully weird places.
The reason for this strategy, unusual for the sub-category, is that according to retail sales data from Strategic Vision, both TITAN half-ton and TITAN XD owners have median ages 3-4 years younger than the industry average. The same data reveals TITAN has a higher share of Millennial buyers than the segment’s two best-selling nameplates. However, it is with Generation X buyers where TITAN really over indexes, with 34 percent of TITAN sales in this demographic – 10 percentage points above the segment average.
“Over the years truck advertising has become very formulaic with stamped metal, rock crushing and chest-beating,” said Jeremy Tucker, vice president, marketing communications and media, Nissan North America. “We are looking to use humour 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 – best-in-class standard horsepower3, a class-leading warranty2 and great value.”
As a relatively new player in the truck market, TITAN needs to stand out and pursue new customers in a diverse and growing segment. From the launch of the redesigned TITAN in 2015, Nissan has opted to approach the truck market differently.
The campaign is due to air in the US this weekend during college football.
Senior Business Affairs Manager:
Richard Arnett, Patrick Jones
Senior Account Director:
(Associate) Olivia Whyte
Head of Integrated Production:
Group Account Director:
Global Chief Creative Officer:
Darren Borrino, Rob Rutherford
TBWA\Chiat\Day New York
Music and Sound
Phil Loeb @ Heard City
Post Production / VFX
Wendal Scott Reeder
Head of Production:
Traktor: Richard Ulfvengren
Joe Biggins, Jeff Shupe