Ramping up to the Super Bowl, there appears to be a theme emerging among several advertisers.
Earlier this week, Toyota launched its dad appreciation campaign #OneBoldChoice. Dove is out with its #RealStrength ad which is also all about dads. And, finally, Nissan has launched #WithDad, an effort which enlists popular YouTubers to create videos in celebration of, yes, dads.
Nissan, leading up to its game day ad, isn’t teasing the ad which will appear in the game. Rather, the brand is working with YouTubers such as Epic Meal Time, Dude Perfect, Jabbawockeez, Convos with My 2-Year-Old , Roman Atwood and Action Movie Kid.
The YouTubers will create the content and place it on their own channels before they are all aggregated on Nissan’s #WithDad YouTube hub.
Roman Atwood created a video entitled Crazy Plastic Ball Prank in which he filled the entire downstairs of his house with balls to surprise his wife. That video has amassed a whopping 16, 339,968 views.
Action Movie Dad created a video in which his son plays with some crazy baseball launching device which has the Nissan logo subtly affixed to it.
Epic Meal Time created a video entitled Daddy Meal time in which a bunch of sons and dads go fishing for…bacon and create some epic looking sub sandwiches which they cobble together into an actual sled. They call it the Meat Snow Racer. It has 57,266 calories and 3,854 grams of fat!
Jabbawockeez created a video entitled JABBAxDads VS. JABBAxKids in which a bunch of dads go head to head with their kids in some sort of rap-themed dance off.
Dude Perfect created a video entitled Dad Edition in which a group of dads and their sons go golfing, play basketball, go skeet shooting with a football, play soccer, knock cups off each other’s heads with a football, go bowling on a shuffle board table and shoot baskets with a football all while doing a silly dance.
The videos end with a thanks to Nissan for sponsoring the video and a reminder to look out for the Nissan ad during the game.
While all the pre-game video focus on dads, the brand says the in-game ad will broaden to celebrate the entire family and each members’ efforts to make family a priority while balancing work.
Explaining the brand’s pre-Super Bowl efforts, Nissan SVP North American Sales and Marketing Fred Diaz said:
“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,”
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.
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