Nissan will run its first Super Bowl commercial in 18 years, but the car manufacturer is approaching the comeback with an all-new marketing stint. As a preview of its upcoming Big Game ad on February 1, the auto company has launched the #withdad campaign and partnered with seven YouTube creators to make videos related to the initiative.
YouTubers Roman Atwood, Action Movie Kid, Epic Meal Time, and Jabbawockeez were the first four creators to release their videos on Nissan’s YouTube channel. Each digital star’s clip is unique from the others and doesn’t necessarily represent what Nissan’s final Super Bowl ad will look like. However, Nissan notes at the bottom of its channel its #withdad campaign is meant to be a “celebration of and inspiration for dads who find innovative and exciting ways to make life better for their kids and families.”
For example, Atwood decides to prank his girlfriend (and consequently thrill his kids) by filling the first floor of the house with plastic play pit balls. The Epic Meal Time guys have their fathers help them build a meat snow racer out of a sled, pizza, sandwiches, and of course meat. The Jabbawockeez have a dance-off with a bunch of children to see who will gain ownership of the remote control during the Big Game, and Action Movie Kid has to deal with his son’s obsession with CGI-enhanced playtime.
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“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, Nissan North America’s SVP of sales, marketing and operations, to AdWeek. “We do, however, want to build suspense around our story while provoking a social conversation around the overarching theme.”
Future #withdad promotional videos will be released by Dude Perfect, Convos With My 2-Year-Old, and Break. Tune in to Nissan’s YouTube channel to see the clips when they’re released before the car company unveils its Super Bowl ad on February 1.