Nissan Launches March Madness Effort

Nissan is launching a humorous take on the “Road to the Final Four” as part of its role as the official partner of the NCAA March Madness basketball tournaments.

“Road 2,” created by TBWA’s Nissan United, includes a series of spots featuring mascots from 27 teams, including historically Black colleges and universities. The characters are shown as both the drivers and passengers of vehicles in a variety of situations.

Creative include the 30-second “Fast and Steady,” and 15-second executions: “Sauna,” “Pirates,” “Drive Thru,” “Car Wash,” and “Cats vs. Dogs.” 



Eight spots will feature six of the brand’s newest vehicles, including the all-electric Ariya and all-new Z.

The campaign also includes social, OOH and a sweepstakes, and integrates the NCAA Men’s and Women’s tournaments, culminating in the Final Fours. Fans who complete both the men’s and women’s bracket challenge have a chance to win an all-new Nissan Frontier.

The effort continues the automaker’s efforts to showcase its new lineup of vehicles, says Allyson Witherspoon, vice president and chief marketing officer, Nissan U.S. 

“I’m also proud that Nissan is increasing our support of the women’s tournament so that we can help enhance the experience for both student athletes and fans of women’s basketball,” Witherspoon says. 

In addition to the spots, Nissan is offering fans a range of digital and in-person experiences. Extras include an online bracket challenge in partnership with CBS Sports. Fans can visit NCAA March Madness & The 2022 Bracket Challenge | Nissan USA for a link to enter selections in the men’s and women’s bracket challenges.

Also planned are onsite activations -- the “Nissan Fan Cave” and “Road 2 Final Four” -- at the Final Four weekends in New Orleans and Minneapolis.

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