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Nissan returns to the Tremendous Bowl for the primary time since 2015

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Nissan is the fifth advertiser to publicly affirm Tremendous Bowl advert plans, following Avocados from Mexico, DraftKings, FTX and TurboTax.

Automotive is historically one of many largest Tremendous Bowl-spending sectors, however COVID has compelled auto manufacturers to rethink advertising and marketing funding priorities. For the  2021 sport, solely three automakers purchased advertisements — Normal Motors, Toyota and Jeep proprietor Stellantis — as regulars corresponding to Hyundai, Audi and Kia remained on the sidelines. In latest months the business has been challenged by microchip shortages which have severely minimize into provide, forcing many manufacturers to scale back advert spend, particularly for “buy-now” gross sales occasion advertisements.

Ford Motor Co. CMO Suzy Deering alluded to the stock scarcity as one purpose Ford gained’t purchase a 2022 Tremendous Bowl advert this 12 months. “For us, it was actually about being good with our bucks,” she mentioned throughout an interview finally week’s Advert Age Subsequent: CMO convention whereas mentioning the automaker’s heavy funding in regular-season NFL video games.

Nissan, like different manufacturers, has minimize its retail spending, Witherspoon mentioned, however has saved its higher-level model advertising and marketing constant. “We nonetheless really feel just like the Tremendous Bowl is a really good model funding for Nissan,” she mentioned.

Nissan’s inclusion of its electrical Ariya crossover within the upcoming advert is additional proof of EVs consuming extra advertising and marketing {dollars} as automakers search to spur demand for battery-powered vehicles as they pledge main investments in EVs within the years to come back. The Ariya gained’t go on sale till November 2022. However Nissan started taking reservations final month for the car, which has a beginning price ticket of greater than $45,000.

Nissan has been utilizing Larson in advertisements since March 2020, when the actress appeared in a industrial referred to as “Refuse to Compromise” that featured her counseling a girl towards compromising in her profession plans whereas additionally pitching the Nissan Sentra as not making compromises. Extra just lately she has pitched the “new Nissan” by plugging its lineup as restoring the fun to driving. “She actually helps us to outline and actually talk about Nissan as a model and we couldn’t take into consideration doing Tremendous Bowl with out her,” Witherspoon mentioned.

The Tremendous Bowl advert is slated to be shot this month in Los Angeles.

Get the most recent Advert Age Tremendous Bowl 2022 information right here.

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