YouTube content creators are joining Nissan in its return to the Super Bowl, bringing their own twists and shouts to the Japanese carmaker’s #withdad theme. While Nissan said the videos don’t in any preview or tease the actual ad on the big game broadcast, they reinforce the message being conveyed by the campaign.
Nissan’s YouTube channel features a #withdad hub that will aggregate the video uploaded by content creator to their accounts. Nissan is letting YouTube stars add their own flavor to the automaker’s Super Bowl storyline. One of these content creators is Roman Atwood, who turned his house into a giant ball pit.
His video has already been viewed over 15 million times since it was posted. These YouTube content creators usually have their devoted followers who are high likely to share their videos. Nissan is one of the many Super Bowl advertisers, both past and present, who usually create a buzz around their ads week before the big game.
According to Nissan, the #withdad hashtag is a “celebration of the many innovative and exciting ways that dads make life better for their families.”
Both Nissan and Toyota are bannering father-focused themes in their pre-Super Bowl buildups. Fred Diaz, senior vice president of Nissan sales and marketing, said in a statement that they want to build suspense around their story before the Super Bowl, while “provoking a social conversation around the overarching theme.”