Nissan Wants You to Know It’s Madness Season

We all know things are about to get pretty exciting with March Madness around the corner. That’s because it’s everywhere. It shows up in dinner conversation, sneaks onto work computers, dominates social media. And fans can’t get enough.

In its fourth year as an NCAA Corporate Partner of March Madness, Nissan wants you to know that “It’s Madness Season” and they’re driving all of the joyful mayhem of the tournament—the mascots, the fandom, the Nissan vehicles—all over the place. The campaign is born from the universal truth that during March Madness college basketball fandom shows up everywhere. You see it on your coworker's computer screen, even though they're trying to hide it. When the games are on—it's on. It's Madness Season and there's no stopping it.

Created by Nissan’s creative agency TBWA\Chiat\Day New York and directed by comedy legend Wayne McClammy of Hungry Man Productions, the spots each take on a new location with the energy of a dancing college mascot. In "Office" the all-electric Nissan ARIYA, veers through a server room to help an intern trade mundane make-work for March Madness. In "Pickleball" a Nissan Pathfinder trades the trendy new sport for the excitement of basketball. And in "Fitness" the new Nissan Rogue gives a hip, upscale gym a March Madness makeover from smoothie bar to stationary bikes. All against the iconic "Get Back" by Ludacris, for added swagger.

VFX and beauty work done by the impressive builders at JAMM and colourist Ricky Gausis at Traffik added the cinematic colour palette. Sound design and Ludacris mixing by Joel Waters of Lime Studios.

Additionally, across social, Nissan will be doing a first-to-market partnership with House of Highlights TikTok that no other NCAA Advertiser has done. Popular sports personalities like the Broadcast Boys will be creating content throughout the tournament.