Nissan, after abstaining from advertising during the Super Bowl for two decades, has announced that it will showcase an advertisement during the sporting event under the theme #withdad.
The brand is firm that they will release no teaser videos of clips of the commercial beforehand as it believes that would tarnish the viewer experience.
“I fundamentally believe it takes away much of the magic of showing the commercial on the biggest stage of the year,” said Fred Dias, senior vice president of Nissan Sales and Marketing in the US. “Prior to the Super Bowl, we do however want to build suspense around our story, while provoking a social conversation around the overarching theme.”
However, this overarching theme is not an unfamiliar one. As The Drum reported earlier, Toyota Camry is also running a father-themed campaign for the Super Bowl. Toyota Camry has already begun running teaser videos on their Youtube page.
It is currently unclear whether the competing auto manufacturers will mantain their campaigns.