The big game Sunday is fast approaching and automakers are tantalizing us with their commercial drive for the main sporting event of the year in America. The latest, Nissan, recently released a teaser preview to its full 90-second spot set to air during the Super Bowl match.
Nissan has decided that a dad-themed, feel-good Super Bowl ad is in order and the teaser spot features the song “Cats In the Cradle,” by Harry Chapin. The full add will transform the sad song about a troubled father and son relationship into an inspirational achievement, according to Fred Diaz, Nissan’s senior vice president of sales and marketing. The teaser depicts a man and his wife – the latter giving birth to a baby and the father later on spends time at the racetrack. Nissan has moved to support its Super Bowl ad through a big social media campaign centered around the hashtag #withdad. Its goal – to show that every-day dads in America have both troubles and contributions.
Additionally, the spot marks the first time in 18 years that Nissan has acquired NFL championship game ad time – especially since the number of carmakers has dropped since last year. The Japanese carmaker is hoping that laying the Super Bowl ad will contribute to the groundwork for increased name recognition – as the brand wants to capitalize even further on the sale increases seen last year in the US. While the overall auto market grew by 6 percent, Nissan soared 11.1% to almost 1.4 million cars and trucks.