Nissan Film No Lazy Horses by TBWA, USA

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No Lazy Horses

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Industry Trucks, Vans & Pick-Up Trucks
Media Film
Market United States
Agency TBWA, USA
Creative Director Darren Borrino, Rob Rutherford
Art Director Adam Naccarato
Production Rattling Stick
Released October 2017

Credits & Description

Category: Automotive
Media: Film
Brand: Nissan
Agency: TBWA
Geo: United States
Advertising Agency: TBWA\Chiat\Day\ New York, USA
Global Chief Creative Officer: Chris Garbutt
Creative Directors: Darren Borrino, Rob Rutherford
Art Director: Adam Naccarato
Copywriter: Matt Sullivan
Group Account Director: Ben Muldrew
Senior Account Director: Val Tyll
Account Manager: Cassie Pappas
Head of Integrated Production: Jason Souter
Executive Producer: Matt Flaherty
Associated Integrated Producer: Olivia Whyte
Senior Business Affairs Manager: Felicia Simmons
Product Integration: Richard Arnett, Patrick Jones
Production: Rattling Stick / Traktor
Director: Traktor
Executive Producers: Joe Biggins, Jeff Shupe
Executive Producer: Richard Ulfvengren / Traktor
Head of Production: Richard McIntosh
Producer: Rachel Curl
Production Manager: Wendal Scott Reeder
Edit: Final Cut
Editor: Ed Cheesman
Assistant Editor: Andre Castiglioni
Executive Producer: Sarah Roebuck
Post Producer: Laura Cavanaugh
Audio Mix: Heard City
Mixer: Phil Loeb
Producer: Andi Lewis
Executive Producer: Sasha Awn
VFX: The Mill
Executive Producer: Heath Raymond
Senior Producer: Nirad Russell, Abi Klimaszewska
Shoot Supervisor: Ted Rae
Colorist: Fergus Macall
Color Senior Producer: Rochelle Brown
Lead Compositors: Jade Kim, Jeff Robbins
Assist Compositors: Gabriel Kim, Rachael Moon, Dhruv Shankar
Designer: Clemens den Exter
Composer: Beacon Street Studios
Executive Producer: Adrea Lavezzoli
Published: October 2017
Nissan is using goofy humor to target millennial and Generation X truck buyers in a new commercial for its Titan model.
An ad by TBWA/Chiat/Day, directed by Traktor at Rattling Stick, sees a truck driver whose vehicle breaks down in the mud confronted by malevolent mini-dude "lazy horses" inside his hood. They're on strike until he sings them a song about "pretty ponies" and does a dance, too. Then, along comes another guy in a Titan, who has much more reliable "horsepower" and helps get him moving again.
According to Nissan, the approach is designed to appeal to younger viewers. Retail sales data from Strategic Vision shows that Titan has a higher share of millennial buyers than the segment's two best-selling nameplates, and with Generation X buyers, who rank 10 percentage points above the segment average.
"Over the years truck advertising has become very formulaic with stamped metal, rock crushing and chest-beating," says Jeremy Tucker, vice president, marketing communications and media, Nissan North America, in a statement. "We are looking to use humor to appeal to a younger demographic for the Nissan brand. 'No Lazy Horses' allows us the chance to break the mold and reinforce what Titan has to offer."