Titans of industry

20.01.2016 Nissan : Symbiotic Branding : Advertising
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.

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