Golin was the marketing and social impact and inclusion agency for the campaign.
Nissan also has a Spanish-language spot in the Univision broadcast. The campaign, by TBWAChiatDay New York, stars Saturday Night Live cast member Marcello Hernandez, who is seen picking up many family members in a Nissan Pathfinder during a lengthy test drive.
“We’re using the nation’s biggest game day to air an in-language spot that reignites the love of Nissan among bicultural Latinos, who comprise many of our customers,” said Marisstella Marinkovic, CMO at Nissan U.S., in a statement.
For TelevisaUnivision, the buy-in to the game is proving a success, and beyond that, its inventory for the pregame—which starts at 1 p.m. ET and goes until kickoff at 6:30 p.m.—is well sold, according to Kozack, as is the postgame.
“The enthusiasm around the company, to be able to go in in the marketplace and sell the NFL, has been fun,” said Kozack.
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