Nissan to Celebrate Dads at Super Bowl XLIX

Nissan has unveiled a unique marketing campaign as part of the company’s run-up to this Sunday’s Super Bowl XLIX, marking the first time the automaker has advertised during the Big Game in nearly two decades.

Created through agency TBWAChiatDay Los Angeles and featuring celebrity YouTube content creators, the #withdad work is formed from a unique partnership with Google and has seen video content launched online leading up to Game Day.

Unlike typical Super Bowl teaser campaigns, Nissan will not tease the actual Game Day spot prior to airing during the Super Bowl. Without revealing the commercial, Nissan’s teaser activity aligns instead with the overarching theme of the campaign, which celebrates the journey that not only dads – but also mums and children – face in trying to make family a priority while striving to balance work.

Popular YouTube content creators who have established audiences were tasked with creating short online teaser films using their individual styles and voices to bring the #withdad – and great family adventures – idea to life.

“After nearly a two-decade absence from the Super Bowl as an advertiser, we want to maintain the excitement and anticipation of Game Day,” says Fred Diaz, senior vice president, Nissan sales & marketing and operations US, Nissan North America.

“With so many commercials airing before the Big Game, I fundamentally believe it takes away much of the magic of showing the commercial on the biggest stage of the year.  Prior to the Super Bowl, we do however want to build suspense around our story, while provoking a social conversation around the overarching theme. Our highly creative YouTube content creators help us do just that as we get ready to share our spot with America on Super Bowl Sunday.”

The YouTube creators featured in the campaign include Epic Meal Time, Dude Perfect, Jabbawockeez, Convos with My 2-year Old, starting with Roman Atwood and Action Movie Kid. The creators will be posting content to their own channels, which in turn will be aggregated to the #withdad hub on the Nissan YouTube channel. The remaining films will go live over the two weeks leading up to Super Bowl to continue fuelling the conversation.

“It's amazing to think that YouTube didn't exist the last time Nissan ran a Super Bowl ad," adds Jim Casali, head of industry, Automotive for Google. "It's great to see them leading the charge this year with a digitally savvy approach, working with these talented YouTube creators and using the YouTube platform to extend both the reach and life of their Super Bowl campaign.”

Check out more #withdad teaser content here. Nissan isn’t the only brand celebrating fatherhood at this year’s Big Game. Dove has already launched the below spot, which is said to be the brand’s Super Bowl Sunday spot.