Ad of the Day: Nissan

Frontier saves the day in TBWA's series of unfortunate events

If you're the type of nut-job MacGyver with delusions of heroism who fantasizes about speeding onto a runway to catch an ailing commercial jetliner in the bed of your pickup truck, Nissan suggests considering its Frontier model.

In one new ad, a shaky first-person camera opens on a tense airport scene, where a crowd has gathered around a TV newscast to watch as a jumbo jet with busted wheels attempts an ill-advised crash landing—narrated gravely in the dulcet tones of a local anchor. But at the last possible moment, some unknown, brave, foolish driver races to the rescue, pulling up beneath the nose of the doomed jet and bringing it safely to the ground—presumably saving countless lives. The audience in the airport, meanwhile, dashes from the monitor to the window to watch live as Nissan saves the day.

The concept—that with your Frontier, anything is possible—is sound enough. The execution feels like something of a discordant hybrid, drawing stylistically from viral videos, which aspire to authenticity, while clearly owning up to the fact that it's an ad, with an event that doesn't even try to seem real.

A second spot in the rescue series, meanwhile, features a Frontier pushing a struggling sand buggy to the top of a dune—which seems a more plausible lift. Still, you probably shouldn't try it at home.


Client: Nissan

Vice President, Marketing Communications: Jon Brancheau

Director, Marketing Communications: Bill Peffer

Senior Manager, Marketing Communications: Phil O'Connor

Senior Planner, Marketing Communications: Tony Weeks

Agency: TBWA\Chiat\Day, Los Angeles

Chief Creative Officer: Rob Schwartz

Creative Director, Americas: Tito Melega

Associate Creative Director: Jason Locey

Associate Creative Director: Nik Piscitello

Account Team Credits – Television

Managing Director: Jon Castle

Account Director: Ben Muldrew

Account Director: Bonnie Schwartz

Management Supervisor: James Aardahl

Management Supervisor: Val Tyll

Account Supervisor: Liz Lefler

Account Executive: Elisa Kupferschmidt

Assistant Account Executive: Kelly Glover

Account Group Assistant: Andi Lichtenfeld

Product Strategy Director: Joel Weeks

Senior Product Strategist: Mark McNaul

Senior Planner: Christine Schnaitter

Account Team Credits – Digital/Social

Account Director, Digital and Social: Craig Werwa

Management Supervisor, Digital and Social: Lisa Togami

Account Supervisor, Digital and Social: Beth DeMarco

Account Executive, Social: Katie Hollenkamp

Assistant Account Executive, Digital: Peter Estermann

Account Group Assistant, Digital: Dana Fors

Business Manager: Nestor Gandia

Film Credits

Executive Director of Integrated Production: Richard O'Neill

Executive Producer: Elaine Hinton

Producer: Katie Lambrecht

Assistant Producer: Katie Johnson

Traffic Coordinator: Malika Jones

Production Company – Harvest Films

Director: Baker Smith

Head of Production: Rob Sexton

Executive Producer: Bonnie Goldfarb

Executive Producer: Scott Howard

Producer: Vincent Oster

Production Supervisor: Tanya Stephens

Assistant Production Supervisor: Melanie Melnyk

Assistant Director: Brad Stevenson

2nd Assistant Director: Patrick Farrell

Director of Photography: Chris Soos

1st AC: Lisa Byall

2nd AC: Carrie Lazar

D.I.T.: Brandon McKenzie

Editorial Company – Venice Beach Editorial

Executive Producer: Hunter Conner

Editor: Rich Shambaugh

Assistant Editor: Eric Rusch

Visual EFX Company – Zoic

Executive Producer: Ian Unterrainer

Producer: Jennie Burnett

Visual EFX Supervisor: Steve Meyer

CG Supervisor: Andy Wilkoff

Special EFX Company – Robot Repair

West Coast Creative Director: Doug Darnell

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.