Nissan Targets Younger Truck Drivers With a Goofy Ad Featuring Mini-Dude 'Horses'

Traktor Directs Funny Spot for the Titan That's Unusual for the Category

By Alexandra Jardine. Published on Oct 13, 2017

Editor's Pick

Nissan is using goofy humor to target millennial and Generation X truck buyers in a new commercial for its Titan model.

An ad by TBWA/Chiat/Day, directed by Traktor at Rattling Stick, sees a truck driver whose vehicle breaks down in the mud confronted by malevolent mini-dude "lazy horses" inside his hood. They're on strike until he sings them a song about "pretty ponies" and does a dance, too. Then, along comes another guy in a Titan, who has much more reliable "horsepower" and helps get him moving again.

There's an extended version, seen here, as well as a 60-second version running on broadcast.

According to Nissan, the approach is designed to appeal to younger viewers. Retail sales data from Strategic Vision shows that Titan has a higher share of millennial buyers than the segment's two best-selling nameplates, and with Generation X buyers, who rank 10 percentage points above the segment average.

"Over the years truck advertising has become very formulaic with stamped metal, rock crushing and chest-beating," says Jeremy Tucker, vice president, marketing communications and media, Nissan North America, in a statement. "We are looking to use humor 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."

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Oct 13, 2017
TBWA/Chiat/Day New York
Nissan Titan
Vice President, Marketing, Communications and Media:
Jeremy Tucker
Director, Marketing Strategy and Content:
Erich Marx
Senior Manager of Social Media Marketing and Marketing Communications:
Anne McGraw
Global Chief Creative Officer:
Chris Garbutt
Creative Director:
Darren Borrino
Creative Director:
Rob Rutherford
Art Director:
Adam Naccarato
Matt Sullivan
Group Account Director:
Ben Muldrew
Senior Account Director:
Val Tyll
Account Manager:
Cassie Pappas
Head of Integrated Production:
Jason Souter
Executive Producer:
Matt Flaherty
Associate Integrated Producer:
Olivia Whyte
Senior Business Affairs Manager:
Felicia Simmons
Product Integration:
Richard Arnett
Product Integration:
Patrick Jones
Rattling Stick
Executive Producer:
Joe Biggins
Executive Producer:
Jeff Shupe
Executive Producer:
Richard Ulfvengren
Head of Production:
Richard McIntosh
Rachel Curl
Production Manager:
Wendal Scott Reeder
Final Cut Editorial
Ed Cheesman
Assistant Editor:
Andre Castiglioni
Executive Producer:
Sarah Roebuck
Post Producer:
Laura Cavanaugh
Audio Mix:
Heard City
Phil Loeb
Andi Lewis
Executive Producer:
Sasha Awn
The Mill
Executive Producer:
Heath Raymond
Senior Producer:
Nirad "Bugs" Russell
Senior Producer:
Abi Klimaszewska
Shoot Supervisor:
Ted Rae
Fergus Macall
Color Senior Producer:
Rochelle Brown
Lead Compositor:
Jade Kim
Lead Composer:
Jeff Robbins
Gabriel Kim
Rachael Moon
Dhruv Shankar
Clemens den Exter
Beacon Street Studios
Executive Producer:
Adrea Lavezzoli

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