Much of advertising - especially when it comes to automotive advertising - tends to be filled with chest-thumping, "we're the best" messaging. This is especially true when it comes to the very macho world of pick-up trucks.
It makes sense. I can't speak for you, but I know quite a few people that drive pick-up trucks and those guys don't really pick-up anything. It seems to be more of a statement than a need. And that statement tends to be my truck can beat up your truck. So chest-thumping seems to work and its been like this for a while:
This is why Nissan, a company that held a miniscule .6% market share in the pick-up truck space in 2015, has created some buzz with a different approach in their latest ad.
The ad, titled "Shoulders of Giants", calls out 3 of the big 5 (Chevy is owned by GM), but not in the typical way where one truck is towing/carrying/driving over the others. Instead, in a surprising show of humility for the industry they're in, they thank their largest competitors for leading the way.
The ad is definitely a unique approach and Nissan is pinning a lot of hope to it as they're looking for a 5% market share - compared to that .6% share from last year. It will be interesting to see if this approach pays off for them and if Ford/Chevy/Dodge decide to attack or acknowledge the sentiment in any of their marketing.
What do you think? Does this ad make you feel any differently about Nissan?