What do we use cookies for?
We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.
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.
- 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.
Most Recent
1
Building hotels that uplift Black culture:
The founder and CIO of Homage, a growing US hotel chain, are centring the...
2
Subscriptions Market:
Offering convenience, discovery and a way to support local businesses,...
3
Cyclical Fitness:
Fitness brands are empowering women to harness their hormonal cycles as a...
4
Generation Z are ready to reboot dating:
Marc Baghadjian, co-founder of Gen Z dating app Lolly, on how post-pandemic...
5
Will NFT luxury assets transform consumer values?:
Artist Sebastian ErraZuriz and his studio have created Digital Diamonds, the...
6
It’s time sexual wellness got real:
The most interesting part of sexual wellness R&D is how it’s helping us to...
7
Modern Mezcal:
As interest in tequila and agave-based spirits booms, small-batch mezcal is...
8
Five design responses to the climate crisis:
Brands are using design mechanisms to communicate environmental issues,...
9
Brynn Wallner on future-proofing luxury marketing:
The founder of Dimepiece, a platform educating women about luxury watches,...
10
Black History Travel Market:
Around the world, Black people are using travel experiences as a way to heal...
11
Offset Sellers:
Amid accelerating e-commerce, new services are helping retailers to make...
12
Certified Skincare:
Beauty brands are turning to a series of labelling innovations to...
13
Elastic Brands:
Forget advertising campaigns and branded content. All eyes are on the inner...
14
Equilibrium Cities:
Citizens are demanding a more receptive and equitable built environment that...
15