Nissan has turned to YouTube stars to build buzz around its first Super Bowl appearance in 18 years.
Seven YouTube stars, including Roman Atwood, Action Movie Kid, Dude Perfect and Jabbawockeez, are creating their own videos around the theme #withdad. And while the videos are all visually different and therefore not illustrative of the Big Game ad, they suggest a unifying theme: how fathers make families more exciting.
Nissan's lead agency, TBWA\Chiat\Day in Playa del Rey, Calif., is creating the spot, which the automaker previously confirmed. Neither the company nor the agency will release the execution before the Feb. 1 game. But it's expected to be at least 60 seconds long and air during the first half.
"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," said Fred Diaz, svp of sales, marketing and operations for Nissan North America. "We do, however, want to build suspense around our story while provoking a social conversation around the overarching theme."
Here's a look at the first four YouTube teaser videos, which Nissan posted on www.withdad.com today: