Nissan Pays Homage To Its Truck Forebears Chevy, Ford, And Dodge

It’s a bold (and rare) step to praise your direct competitors, but that’s just what Nissan does in a new commercial for its new Titan Xd pickup truck. Created by TBWA/Chiat/Day, “Shoulders of Giants” includes a voiceover talking about giants. We see different heroes- firefighters, astronauts, football players. Those scenes alternate with ones of kids being kids…exploring, running, dreaming. After a young boy jumps off a cliff into a swimming hole, the focus changes and the voiceover discusses “those who’ve gone before us.” It gives shout-outs to Chevy, Ford, and Dodge and images of those trucks are seen. Nissan thanks those trucks for coming before, and introduces its own Titan Xd. Bold, compelling, classy, and ultimately a great ad.

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