Nissan's New Ad Praises Dodge Trucks

Nissan's New Ad Praises Dodge Trucks

Posted on February 5, 2016

In a recently released ad promoting its Titan XD pickup, Nissan appears to praise Chevy, Ford and Dodge trucks. While this may seem to be a surprising move for a rival Japanese automaker, according to Nissan North America the ad is designed to pay respect to the all-American, ever-popular truck brands that have paved the way for the development of their Titan XD. The ad’s narrator (a young child) states, “To those who have gone before us—Chevy, Ford, Dodge—thank you. We see the way forward." Images of a 1972 Chevy C10, a 1985 Dodge truck, and a 1995 Ford F-150 cross the screen, with the ad’s final shot unveiling the new Nissan Titan XD.

Aiming to gain a stronger foothold in the increasingly popular pickup truck market, Nissan launched the redesigned Titan XD late last year, first running its much talked-about ad spot during the College Football Playoff National Championship game on ESPN in January. Nissan hopes that one day its Titan pickup will be remembered alongside classic and iconic trucks like the Dodge Ram.

While Nissan has made it clear that the advertisement is intended to honour the pickups that have come before it, some others interpret it as a kind of backhanded compliment. While the ad, titled “Shoulders of Giants”, seems to associate the classic trucks with heroes like firefighters, athletes and astronauts, it could also be taking a subtle shot at these brands. In the 90-second ad spot, we see the old Chevrolet, Ford and Dodge trucks in dusty, dirty tones, which creates a stark comparison with the obviously new, shiny and powerful-looking Titan XD that appears at the end of the commercial.

This unusual ad is certainly memorable. The goal of the ad, says Fred Diaz, Vice President of Nissan’s trucks and light commercial vehicles, is to demonstrate that Nissan knows that it makes up a very small piece of the pickup market. “We understand our lot in life -- we have less than 1 percent market share,” Diaz explains. “But we need to let the market know that we have a good truck and we’re here to compete.”

What are your thoughts on Nissan’s latest ad? Do you see it as a tribute to American-built pickups or simply a jab at the competition? Let us know in the comments below. If you’re looking to get into a classic Dodge truck, Crosstown Chrysler Jeep Dodge is your Edmonton Dodge truck dealer! We’ve got a great selection of new and used Dodge trucks at our showroom ready for a test drive.