Nissan is partnering with YouTube creators for its first Super Bowl campaign in 18 years.
The automaker’s #withdad campaign is celebrating dads with a batch of videos from YouTube “celebrities” like Epic Meal Time, Dude Perfect, Jabbawockeez, Convos with my 2-year Old, Roman Atwood and Action Movie Kid.
While the videos are all visually different and therefore not illustrative of the Big Game ad, they suggest a unifying theme: how fathers make families more exciting.
Action Movie Kid
The content creators were tasked with creating short online films that celebrate the innovative and exciting ways that dads make life better for their families and how they strive to find a work-life balance, Nissan said in statement. They were paid for their work, according to a spokeswoman.
Nissan’s lead agency, TBWA\Chiat\Day in Playa del Rey, Calif., is creating the Super Bowl spot. It’s expected to be at least 60 seconds long and air during the first half.
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