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
Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

News

Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

At Paris Haute Couture Week, Iris van Herpen unveiled Sympoiesis, a collection steeped in material innovation.
Couture : Fashion : Bioluminescent Algae
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about.
Fashion : Luxury : Pop Culture & Media
Stat: Global spending on leisure travel will triple by 2040

News

Stat: Global spending on leisure travel will triple by 2040

A new report by Boston Consulting Group reveals that the global leisure travel market is set to triple in value, growing from £3.51 trillion ($4.25...
Travel : Hospitality : Tourism
Tripadvisor rebranding elevates travellers’ voices

News

Tripadvisor rebranding elevates travellers’ voices

Tripadvisor has unveiled a major rebranding led by creative studio Koto, marking its evolution from a pioneering travel guide into a global booking...
Travel : Hospitality : Design
Atlanta’s first women’s sports bar Jolene Jolene redefines the game

News

Atlanta’s first women’s sports bar Jolene Jolene redefines the game

Jolene Jolene, Atlanta’s first-ever women’s sports bar, is proof that interest in women’s sports is reshaping the traditionally male-dominated spor...
Hospitality : Sports : Leisure
Stat: Gen Z aren’t quitting alcohol after all

News

Stat: Gen Z aren’t quitting alcohol after all

New research challenges the narrative that Gen Z are the sober generation.
Statistic : Generation Z : Alcohol
Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

News

Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

Tracee Ellis Ross has launched Pattern Beauty’s first ever tv commercial, a 60-second spot that blends humour, nostalgia and a celebration of textu...
Haircare : Pattern Beauty : Beauty
The Messenger bot quietly transforming women’s safety in Jordan

News

The Messenger bot quietly transforming women’s safety in Jordan

A discreet digital tool is offering life-saving support to vulnerable women in Jordan.
Artifical Intelligence : Technology : Women's Safety
Stat: Study finds TikTok is reshaping luxury discovery

News

Stat: Study finds TikTok is reshaping luxury discovery

A new study in the US, the UK, France and Italy, commissioned by TikTok, reveals a structural shift in how consumers discover luxury, inc...
Statistic : TikTok : Luxury
BMW rebrands motorcycling as digital detox

News

BMW rebrands motorcycling as digital detox

BMW Motorrad and its UAE dealership AGMC have launched Throttle Therapy, a series of 10-second videos positioning motorcycling as a form of digital...
Health & Wellness : Advertising : Digital Detox
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