Nissan brand ambassador Brie Larson is taking the all-new 20022 Nissan Frontier off-road in the launch spot for the midsize pickup.
Midsize pickup trucks have been overshadowed as of late by the compact segment, which has flashy new entrants such as the Ford Maverick and Hyundai Santa Cruz.
But midsize pickup truck sales in the United States jumped 22% in 2019 ,and pickup trucks of all sizes now account for 20.1% of the new car market, up from 18.3% in 2019, according to sales data from Motor Intelligence.
With the theme “Find Your Frontier,” creative pays homage to Frontier’s storied heritage, while also providing an up-close look at the pickup’s redesign, including a muscular exterior, larger touch screen and intelligent four-wheel drive.
“This campaign is all about showing off,” says Allyson Witherspoon, Nissan vice president and U.S. chief marketing officer, in a release.
Digital ads debuted Oct. 1 while TV ads begin airing Oct. 4. The effort is from TBWA\Chiat\Day's Nissan United, the multidisciplinary unit that drives Nissan’s marketing and communications globally.
In the first TV spot, Larson demonstrates that adventure starts where the road ends as she navigates the Frontier through steep mountain roads with ease.
“Brie is a great fit for showcasing the Frontier’s versatility,” Witherspoon says. “She connects with many different audiences and has been an amazing brand ambassador for Nissan.”
Another of the campaign’s spots is a nod to the Frontier’s heritage. The ad opens with a shot of the 1986 Nissan Frontier on the open road when the all-new 2022 Frontier pulls up alongside it.
“Frontier was the first midsized pickup on the market when it debuted in 1959,” Witherspoon said. “It paved the way for an entire segment. It was important to us that the campaign acknowledge that.”
In addition to TV, the campaign features digital and and social media components targeted to conquest audiences in the market for a midsize truck.