Nissan Motor Co. will promote within the Tremendous Bowl for the primary time since 2015 with an advert starring Brie Larson. The 60-second spot will plug the automaker’s forthcoming electrical Ariya crossover, in addition to the 2023 Nissan Z sports activities automobile, Nissan confirmed to Advert Age, an affiliate of Automotive Information.
Earlier to the 2015 sport, Nissan had not made a Tremendous Bowl look since 1997.
“Tremendous Bowl isn’t one thing that we all the time do like among the different manufacturers, however it’s one thing we felt was vital for this yr,” mentioned Allyson Witherspoon, chief advertising officer for Nissan U.S. “We now have one of many freshest lineups within the trade and so we need to make certain we’ve a possibility on a platform reminiscent of Tremendous Bowl to indicate what we’ve been as much as as a model. … We need to talk that Nissan is again in a extremely thrilling means.”
The advert from TBWA/Chiat/Day known as “Thrill Journey.” It will likely be extra lighthearted than critical, she urged. “It’s going to entertain you, it’s going to make you smile,” she mentioned, with out revealing different artistic particulars.
The director is Craig Gillespie, whose film credit embody “I, Tonya” and “Cruella.”
See Nissan’s 2015 and 1997 Tremendous Bowl advertisements within the Advert Age Tremendous Bowl Archive.
Nissan is the fifth advertiser to publicly verify Tremendous Bowl advert plans, following Avocados from Mexico, DraftKings, FTX and TurboTax.
Automotive is historically one of many largest Tremendous Bowl-spending sectors, however COVID has compelled auto manufacturers to rethink advertising funding priorities. For the 2021 sport, solely three automakers purchased advertisements — Common Motors, Toyota and Jeep proprietor Stellantis — as regulars reminiscent of Hyundai, Audi and Kia remained on the sidelines. In current months the trade has been challenged by microchip shortages which have severely reduce into provide, forcing many manufacturers to cut back advert spend, particularly for “buy-now” gross sales occasion advertisements.
Ford Motor Co. CMO Suzy Deering alluded to the stock scarcity as one motive Ford received’t purchase a 2022 Tremendous Bowl advert this yr. “For us, it was actually about being good with our bucks,” she mentioned throughout an interview ultimately week’s Advert Age Subsequent: CMO convention whereas mentioning the automaker’s heavy funding in regular-season NFL video games.
Nissan, like different manufacturers, has reduce its retail spending, Witherspoon mentioned, however has stored its higher-level model advertising constant. “We nonetheless really feel just like the Tremendous Bowl is a really good model funding for Nissan,” she mentioned.
Nissan’s inclusion of its electrical Ariya crossover within the upcoming advert is additional proof of EVs consuming extra advertising {dollars} as automakers search to spur demand for battery-powered automobiles as they pledge main investments in EVs within the years to return. The Ariya received’t go on sale till November 2022. However Nissan started taking reservations final month for the car, which has a beginning price ticket of greater than $45,000.
Nissan has been utilizing Larson in advertisements since March 2020, when the actress appeared in a industrial known as “Refuse to Compromise” that featured her counseling a lady in opposition to compromising in her profession plans whereas additionally pitching the Nissan Sentra as not making compromises. Extra lately she has pitched the “new Nissan” by plugging its lineup as restoring the joys to driving. “She actually helps us to outline and actually talk about Nissan as a model and we couldn’t take into consideration doing Tremendous Bowl with out her,” Witherspoon mentioned.
The Tremendous Bowl advert is slated to be shot this month in Los Angeles.
Get the most recent Advert Age Tremendous Bowl 2022 information right here.