Titans of industry

Titans of industry

US – Japanese car-maker Nissan has paid tribute to the work of other automotive manufacturers as it launches its Titan  XD truck in America. 

Article/18862 #1
TITAN XD Shoulders of Giants campaign by Nissan, US

US – Japanese car-maker Nissan has paid tribute to the work of other automotive manufacturers as it launches its Titan XD truck in America.

  • In its 90-second ad, Shoulders of Giants, Nissan thanks American truck makers who have paved the way
  • Name-checking competitors Dodge, Ford and Chevrolet, Nissan’s homage is unusual for advertising

The automobile market is fiercely competitive, which makes the decision by Nissan to praise its competitors even more surprising. In its latest advert the Japanese car-maker shows how brands such as Dodge and Ford have paved the way for the modern automotive industry in the US, before introducing its Titan XD, which it hopes will continue the legacy.

‘We know and understand in the truck world that you have to show respect to earn the respect of a typical truck buyer,’ Fred Diaz, vice-president and general manager of Nissan North America Trucks and Light Commercial Vehicles division, told Advertising Age. ‘And we wanted to to do that in a very true and authentic way without it all coming across that we are giving a back-handed compliment to our competitors.’

Having already amassed almost 4m combined views on Facebook and YouTube, it would appear that the gamble has paid off for Nissan and agency TBWA\Chiat\Day.

The Big Picture

Being a competitor doesn’t mean that the competition has to be unfriendly. Nissan cleverly uses Symbiotic Branding to acknowledge the history of its competitors while promoting its own brand’s future.

Discover More News
NRF 2025 Retail’s Big Show Europe: Community-centric strategies

News

NRF 2025 Retail’s Big Show Europe: Community-centric strategies

Day two of NRF 2025 Retail’s Big Show Europe continued the conference’s Retail Together theme, with business leaders spotlighting how community eng...
Retail : Community : Streetwear
Ralph Lauren launches AI styling companion with Microsoft

News

Ralph Lauren launches AI styling companion with Microsoft

Ralph Lauren has partnered with Microsoft to launch Ask Ralph, an AI-powered conversational styling tool designed to bring personalised fashion adv...
Technology : AI : Fashion
Stat: Preventative health, wellbeing and stress management drive consumer spending

News

Stat: Preventative health, wellbeing and stress management drive consumer spending

Life expectancy around the globe is set to rise by nearly five years between 2022 and 2050, yet the gap between lifespan and healthy lifespan remai...
Health & Wellness : Health Goods : Medical Services
NRF 2025 Retail’s Big Show Europe: Unified commerce and inspirational entertainment

News

NRF 2025 Retail’s Big Show Europe: Unified commerce and inspirational entertainment

On the opening day of NRF 2025: Retail’s Big Show Europe, the spotlight turned to unified commerce and the evolving role of physical stores in omni...
Retail : NRF : Pop Up Store
The Future Laboratory presents The Synthocene Era macrotrend at Première Vision

News

The Future Laboratory presents The Synthocene Era macrotrend at Première Vision

The Future Laboratory’s co-founder and chief creative officer Christopher Sanderson presented The Synthocene Era macrotrend at the fashion industry...
Global Events : Technology : The Synthocene Era
Gen Z in China are using AI to transform themselves into collectable merchandise

News

Gen Z in China are using AI to transform themselves into collectable merchandise

Gen Z in China are using AI art tools and 3D printing to transform themselves into ‘guzi’ – personalised collectable merchandise.
China : Kidults : Kidult Craze
Stat: Gen Z stay indoors for days as screen time replaces nature

News

Stat: Gen Z stay indoors for days as screen time replaces nature

Two-thirds of Gen Z in Britain confess they can go days without stepping outside, according to new research by Super, Natural British Columbia.
Gen Z : Nature : Health And Wellness
Big W embraces the beautiful chaos of parenting in new campaign

News

Big W embraces the beautiful chaos of parenting in new campaign

Department store chain Big W is shaking up family advertising with a bold new campaign celebrating the chaos, meltdowns and small wins of everyday ...
Advertising & Branding : Parenting : Retail
George at Asda unveils new adult adaptive clothing range

News

George at Asda unveils new adult adaptive clothing range

George at Asda has launched a 28-piece adult adaptive clothing collection, designed in collaboration with the late breast cancer campaigner Nicky N...
Retail : Fashion : George At Asda
Stat: Girls’ sport participation could unlock leadership potential at work

News

Stat: Girls’ sport participation could unlock leadership potential at work

Girls who play extracurricular sport in the UK are 50% more likely to go on to achieve senior professional roles at work, according to Game Changin...
Sport : Women's Sports : Teenage Girls
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN