Tag Archives: Shoulders of Giants

Pickup Trucks, Culture, and a TV Commercial Like No Other

Blog - 2016 Nissan Titan XDPhoto Credit: Car and Driver

If I have seen further, it is by standing on the shoulders of giants. Isaac Newton

My dad always owned Ford pickup trucks. He taught me to drive in one of those trucks. Standard transmission and all. Dad said you always need a truck to haul stuff around. Mom loved using rocks to make walls for our yard, and he hauled those home for her.

The very last truck Dad bought was a bright red Dodge Ram pickup. He was in his late 80’s and would stop driving soon after, because of Alzheimer’s. He always wanted a red pickup…and this was his last one. Fancy.Blog - Dodge ram pickupPhoto Credit: The Car Connection

During the post-season of NFL football in the US, new commercials for all sorts of products abound. We football TV watchers actually look for them. Many are geared toward the men in the viewing audience – looking to buy “manly” stuff. Still, most products cross gender lines, and pickups definitely do. This commercial by Nissan promoting the 2016 Titan pickup truck is a huge marketing stand-out. Extraordinary, really.

90 seconds of beauty…poetry…honoring those who’ve gone before.

After watching it a few times already, I am completely enthralled. Who was on the creation team for it? Who came up with the “shoulders of giants” idea? Were they all in their 20’s or was this a multi-generational effort? I want to know these things.

An article from Auto News, gives a bit of the story of how a commercial like this one is born.

It was a bit outside the box when Nissan’s U.S. sales chief, Fred Diaz, recruited Jeremy Tucker from Disney last fall to head Nissan marketing.

Blog - Nissan Titan pickup truck - Jeremy Tucker

Photo Credit: Auto News

Tucker put the question directly to his future boss.

“I told Fred, I’m not a car guy,” says Tucker. “I’m a consumerist. I love humans. I love marketing. I’m an idea guy. I’m trained as a storyteller. I learned the philosophy of ‘imagineering’ from Disney. So how do you bring together that dreaming and doing?

“And Fred said, ‘That’s exactly what I want.'”

Jeremy Tucker further had this to say about marketing in a field out of his expertise (cars/trucks), “I’m looking at it all through a fresh lens — through the eyes of people and families, and through the lens of passion and engagement. My job is to bring all that together, to bring collaboration and new ideas to build relationships with the consumer.” 

Forbes article points out the uniqueness of one company (Nissan)honoring the greatness of those who went before – Ford, Chevrolet, and Dodge. Those “shoulders of giants” for Nissan.

“We wanted to reach out to areas where no man has gone before, and we’ve done just that,” Diaz said. “By showing and acknowledging, or saying thank you to people you’re about to go to battle with, or compete with, is something you just don’t see, and that’s what we needed to do.”

While sure to turn some heads because of its unusual approach, the ad is consistent with what Tucker called “Nissan’s marketing strategy of leveraging big cultural moments”.

When you think of the airing of this commercial during the NFL playoffs and Superbowl, Diaz’ words are packed with meaning, beyond the choice of a pickup truck.

So here’s to the creators of the 2016 Nissan Titan XD and to the creators of its promotional ad. Wow! 30 years ago, my husband bought his very first new vehicle – it was the Nissan D21 Hardbody pickup. When we were overseas, his dad used it and was kind to give it back to Dave now that we’re back. 30 years and still going. That’s what you can expect from a company that learns from the giants who went before…and understands the importance of knowing your culture and telling stories that touch the heart of that culture.Blog - Dave's Nissan Pickup