Nissan’s latest commercial for its all-new 2016 Titan XD pickup is a welcomed breath of fresh air from the typical “bigger, better, stronger” ads that populate prime-time TV spots. The Tennessee-based automaker actually pays tribute to the Detroit Three – Chevrolet, Ford, and Dodge – who paved the way in the pickup truck industry.

The sobering commercial, full of emotion-filled, dramatic scenes and narrated by a young boy, draws a parallel between the relationship between the Titan XD and the Detroit Three as to a child and parent. Just have a look at the video transcript:

We have all had a giant, someone who stood tall, who showed us how to be what we could become and how to get there. Who by heart or by hand, laid a path beneath our feet; whose footsteps we followed to come this far; and whose shoulders we stand upon to see how much farther we can go. To those who’ve gone before us – Chevy, Ford, Dodge – thank you. We see the way forward.

This chilling advertisement pulls at heartstrings and praises Nissan’s competitors for leading the way, only to suggest it’s time for the Titan XD to take over and lead the charge. The minute-thirty spot has certainly hit a chord with Internet viewers – the video has racked up two million views in four days.

The only other advertisement in recent memory of this caliber is Ram’s award-winning “Farmer” spot that features the legendary radio personality Paul Harvey reading his “So God Made a Farmer” speech originally spoken at the 1978 Future Farmers of America convention.

It’s refreshing to see such a humble yet awe-inspiring message from an automaker. Nissan will surely reap the benefits of the spot while earning respect from all three corners of Detroit. Nicely done, Nissan.


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