In the 90-second spot, Nissan recognizes Chevrolet, Ford and Dodge, which have been established players in the full-size pickup market in the U.S. for decades. Nissan in December launched its "Every Duty™" Nissan TITAN XD, a full-size pickup that breaks as many paradigms as its advertising debut.
The commercial follows a narrative about those who lead and those who blaze new paths. Classic Chevrolet, Ford and Dodge pickups make a cameo appearance and are called out by name with the attention-grabbing narration, "To those who've gone before us…Ford, Chevy, Dodge…thank you, we see the way forward." The spot closes on the all-new 2016 Nissan TITAN XD and its tag line: "The 'Every Duty™' Truck.'"
"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 all-new 2016 TITAN XD offers combination of ½-ton and ¾-ton truck traits that are ideal for a large cross-section of truck customers. The TITAN XD Crew Cab, which was shown at last year's North American International Auto Show with its powerful Cummins® 5.0L V8 Turbo Diesel, is the first of three cab configurations, two frame sizes, three powertrain offerings and five grade levels to be available in the full TITAN lineup.
"This American TITAN™ was planned in Tennessee, designed in California, engineered in Michigan, tested in Arizona and assembled in Mississippi, and the powertrains come from Tennessee and Indiana," said Tucker. "We are confident this is a truck Americans will be proud to call their own."