With fewer and fewer people watching live TV shows, the 100-million-plus live audience that watches the Superbowl is one of the most attractive single-event advertising opportunities of the year. Advertising slots during the live broadcast of this American football spectacular are correspondingly expensive. But the advertisements themselves have also become a cultural institution and a certain blockbuster quality is expected.
Nissan’s 1 minute 30 second commercial, entitled “With Dad”, did not disappoint, presenting, alongside the brand’s Maxima model, the revolutionary new LM P1 car with which Nissan will be returning to the World Endurance Championships this year, including the prestigious Le Mans 24-hour race.
The Nissan NISMO LM P1 car is different in many respects. It has the engine at the front, driving the wheels at the front. With the centre of mass moved forward, the front tyres are actually wider than the rear to put the grip where it is needed. It will also race on smaller 16-inch wheels.
For its official timekeeping partner and watch supplier, the Nissan NISMO team relies on a proven leader in the field. TAG Heuer has been synonymous with motorsport for over 40 years, ever since Steve McQueen wore the brand’s Monaco chronograph in the Le Mans movie. It is one of the longest-serving sponsors in Formula 1, currently affiliated with the McLaren Honda team, and last year added the World Rally Championship to the disciplines it is involved in, through a new partnership with the Volkswagen works team. In addition to the Monaco chronograph, model names such as the Carrera and the TAG Heuer Formula 1 (one of the brand’s best selling watches, which you can win in our February 2015 competition), are testament to its links with motorsport.
This new partnership follows TAG Heuer’s association with Audi Sport for the World Endurance Championship in 2012, 2013 and 2014. “TAG Heuer’s legitimate ties to endurance races in motor sports are without rival,” says Jean-Claude Biver, CEO of TAG Heuer. “I wanted an innovating partner to come back on these tracks. Nissan NISMO is the perfect challenger, a pioneer regarding the technology of the car and regarding its way to communicate specifically with the young through their massive presence on social media.”
Spaniard Marc Gené has been announced as the first driver of Nissan’s Le Mans challenger. He was third in the 2013 Le Mans, second in 2014 so TAG Heuer will be hoping he doesn’t crack under pressure and can make the top step of the podium on 14th June.