Rather than stating why the Titan is better than the competition, the commercial runs with a ‘standing on the shoulders of giants theme’ and eventually thanks Chevrolet, Ford and Dodge for laying the groundwork for pickup trucks in the U.S.
“To those who have come before us — Chevy, Ford, Dodge — thank you,” says the narrator in the spot while images of classic pickup trucks flash on screen. Comparisons are made to fire fighters, coaches and parents,“whose shoulders we stand upon to see how much further we can go,” says the narrator.
“We understand that you have to show respect to earn respect with truck buyers, and with the all-new TITAN XD we now are here to compete,” said Fred Diaz, division vice president and general manager, North America Trucks and Light Commercial Vehicles, Nissan North America, Inc.
The commercial was aired during the national college football championship game and Nissan says that it will rerun the ad during the super bow.
You can watch the spot below.
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