For the first time since 1997, Nissan is joining in on the fun of advertising at the Super Bowl after announcing that it had bought a 60-second spot during Super Bowl XLIX, which is set to air February 1, 2015 on NBC. The automaker announced that the return to major events like the Super Bowl is tied into its “Big Moments” marketing strategy. Considering that the company is right in the middle of its best sales year ever in the US, the timing behind its return to the Super Bowl does make a lot of sense.
The company hasn’t announced what kind of commercial it plans to unveil during the game, but multiple reports have tied Nissan’s 60-second spot with Los Angeles-based advertising agency TBWA/Chiat/Day.
Nissan’s return to the Super Bowl also comes at a time when a handful of auto companies traditionally involved during the game are holding on to their advertising budgets. While Toyota and Mercedes have already bought time slots during the game, Jaguar and Lincoln has announced that it’s not getting involved this year after being prominently featured during Super Bowl XLVIII. Even Volkswagen, which has dominated the Super Bowl narrative in the past four years with hit ads like “The Force” is sitting out this year.
The timing of these absences is a boon to Nissan as it seeks to continue the momentum generated by its “Big Moments” campaign. Don’t be surprised if its ad focuses on some of its new models, including the 2015 Murano, which is set to be launched later in the year.
What’s clear is that Nissan wants to use events like the Super Bowl to promote its new products in one of the biggest television audiences throughout the year. It might have been a while since Nissan last appeared during the Super Bowl, but none of that will matter now that the company has booked its return ticket to the game.
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