Super Bowl countdown: Nissan celebrates dads in #withdad campaign via TBWA\Chiat\Day LA
Nissan has today unveiled a unique marketing campaign via TBWA\Chiat\Day LA, as part of the company’s run-up to advertising in Super Bowl XLIX, the first time the automaker has advertised during the big game in nearly two decades.
Unlike typical Super Bowl teaser campaigns, Nissan will not tease the actual game day spot prior to airing during the Super Bowl. Without revealing the game day commercial, Nissan’s teaser activity will align with the overarching theme of the campaign, which celebrates the journey that not only dads – but also moms and children – face in trying to make family a priority while striving to balance work. The company will employ the #withdad ahead of the game day activity.
Nissan has enlisted popular YouTube content creators who have established audiences to create special pieces of content that speak to the theme of #withdad. They were tasked with creating short online teaser films using their individual styles and voices to bring the #withdad – and great family adventures – idea to life.
Says Fred Diaz, senior vice president, Nissan sales & marketing and operations U.S., Nissan North America, Inc: “After nearly a two-decade absence from the Super Bowl as an advertiser, we want to maintain the excitement and anticipation of game day. With so many commercials airing before the big game, I fundamentally believe it takes away much of the magic of showing the commercial on the biggest stage of the year. Prior to the Super Bowl, we do however want to build suspense around our story, while provoking a social conversation around the overarching theme. Our highly creative YouTube content creators help us do just that as we get ready to share our spot with America on Super Bowl Sunday.”
#withdad is much more than a hashtag, however. It’s a celebration of the many innovative and exciting ways that dads make life better for their families – and how they strive to find a perfect work-life balance.
The YouTube creators featured in the campaign include Epic Meal Time, Dude Perfect, Jabbawockeez, Convos with My 2-year Old, starting with Roman Atwood and Action Movie Kid. The 
creators will be posting content to their own channels, which in turn will be aggregated to the #withdad hub on the Nissan YouTube channel. The remaining films will go live over the two weeks leading up to Super Bowl to continue fueling the conversation.
Says Jim Casali, head of industry, automotive for Google: “It’s amazing to think that YouTube didn’t exist the last time Nissan ran a Super Bowl ad. It’s great to see them leading the charge this year with a digitally savvy approach, working with these talented YouTube creators and using the YouTube platform to extend both the reach and life of their Super Bowl campaign.”
More films will be released here over the next two weeks.
Client: Nissan North America
Fred Diaz: Senior VP Sales & Marketing & Operations USA
Jeremy Tucker: VP Marketing Communications & Media
Erich Marx: Director, Marketing Communications
Terri Welch: Senior Manager, Marketing Communications
Richard Ash: Senior Manager, Media Planning and Strategy
Creative Agency: TBWA\Chiat\Day Los Angeles
Steven Butler: CCO
Chris Ribeiro: Creative Director
Drew Stalker: Creative Director
Avram Klein: Senior Copywriter
Andrew Reizuch: Senior Art Director
Jason Locey: ACD – Copywriter
Liz Levy: ACD – Art Director
Peter Bracegirdle: Managing Director, Nissan Americas
Oke Mueller: Group Planning Director
Kyle Luhr: Planning Director
Craig Werwa: Account Director
Bonnie Schwartz: Account Director
Patrick Jones: Management Supervisor
Shawn Hartwig: Management Supervisor
Val Tyll: Management Supervisor
Kim Harris: Management Supervisor
Tony Burman: Account Supervisor
Natalie Gomez: Social Media Strategist
Renee Vafa: Social Media Manager
Janet Perez: Director Project Management
Media Agency: OMD
Kristi Lind: Managing Director
Jennifer Reece: Group Director – Strategy
Aaron Anderson: Group Director – Strategy
Jocelyn Monroe: Producer – Integrated Programs
Johnathan Fisher: Director – strategy
Lauren Crotzer: Associate Director – Strategy
Anthony Viccars: Group Director – Digital