NASHVILLE, Tennessee – The new commercial for the 2016 Nissan Titan XD full-size pickup truck takes a risky path by honoring Chevrolet, Dodge and Ford trucks.
“To those who have come before us – Chevy, Ford, Dodge – thank you,” the young narrator says. “We see the way forward.”
On sale now at Nissan dealerships, the Titan XD hopes to blaze a new trail for Nissan, which has lagged behind the domestic truck makers in terms of market share.
Key Titan rivals include the Chevrolet Silverado, Ford F-150, Ram 1500 and Toyota Tundra.
The “Shoulders of Giants” commercial appeared during Monday night’s national college football championship game.
“This spot tested extremely well with truck owners and enthusiasts, which emboldened our plan to make a statement to the industry,” said Jeremy Tucker, Nissan’s U.S. vice president for marketing.
The Nissan Titan Warrior concept, described by the company as a “super-sized, off-road modified design study,” debuted on Monday at the 2016 Detroit Auto Show.
Edmunds says: This unusual ad pitch acknowledges that Titan is the underdog in the fight to win the hearts and wallets of truck buyers – and that Nissan wants to change that perception.