Nissan's 'Heisman House' Opens Its Doors for a 12th Season
Look who's in da house!
It's Bryce Young, the 2021 recipient of college football's highest honor, joining past winners in the 12th iteration of Nissan's "Heisman House" campaign. Let the self-consciously campy car marketing begin!
Alabama quarterback Young won the Heisman Trophy during his sophomore season, and he's leading the Crimson Tide's offense again this year. Owing to the NCAA's new name, image and likeness rules, he becomes the first active college player to appear in the sublimely sophomoric ad series.
Young arrives at the frat-style venue in a :45 from TBWA\Chiat\Day New York that breaks today. He's greeted by housemates including campaign stalwart Tim Tebow, who gets uber-competitive and kind of creepy. Meanwhile, OSU's Pistol Pete nearly steals the show during a card game with his huge fiberglass poker face.
In a :15, we learn that landline phones can get confusing and scary as Young, DeVonta Smith and former Florida head coach Steve Spurrier riff on the generation gap:
"The writing behind these spots continues to naturally showcase each player's unique comedic talents, providing a glimpse into a side of their personalities that can be well hidden when they are on the playing field," says Allyson Witherspoon, VP and CMO at Nissan U.S.
Kyler Murray, Desmond Howard, Barry Sanders, Baker Mayfield, Carson Palmer, Robert Griffin III, Charlie Ward and Derrick Henry also appear, along with various school mascots (fresh from the ESPN lecture hall, no doubt).
"The 'Heisman House' is important for Nissan as a brand because it engages with consumers from all walks of life around a common passion—college football," says Witherspoon. "Our fans feel like they are a part of this moment. There is excitement in the air at the start of the college football season, and we are thrilled that Nissan can be a part of it all."
Ten spots directed in the campaign's familiar sitcom style by Biscuit's Aaron Stoller and Cameron Harris tout Nissan's all-electric 2023 Ariya, plus the Pathfinder, Z and Frontier.
Silly scenarios run the gamut, from takes on wacky (and painful!) game-day rituals...
...to mock-soulful stargazing...
...and an encore from Pistol Pete, who might be getting a "big head" from all the exposure:
With the "Heisman House" creative template firmly set, predictability is a campaign strength. Fans know what to expect, and these ads deliver, with some trendy elements tossed in for good measure.
Specifically, users can connect and interact with players and mascots inside "Heisman House World," an immersive digital playground (completely revamped from past editions, we're told) that nods to the metaverse. Free NFTs drop soon, emblazoned with players' faces, and some will unlock exclusive virtual experiences.
In the physical realm, the annual "Heisman House Tour" returns, with a simulated house traveling to 11 campuses.
Campaign elements will continue to roll out in the coming weeks across ESPN, ABC, Fox and CBS, with quizzes and challenges on TikTok, Twitter and Instagram.
You can catch the rest of the ads below. Highlights include Smith catching pancakes, antique vases and other humans—plus a perplexing pep-talk from Tebow.
CREDITS
Nissan USA
Vice President and Chief Marketing Officer, Nissan U.S.: Allyson Witherspoon
Director, Marketing: Erich Marx
Senior Manager, Brand Lead: Scott Traynor
Senior Planner, Marketing Communications: Jennea Lee
Director, Precision Marketing, Activation and Data Innovation: Phil O'Connor
Senior Manager Nissan T1 Media Strategy and Planning: Tony Weeks
Senior Manager Nissan T2 Media and Activation: Rob Martin
Director, Customer Experience and Digital Platforms: Colleen Boldon
Senior Manager, Customer Experience and Digital Platform: Robert Brown
Senior Planner, Customer Experience and Digital Platform: Adrian Fortenberry
Director, Brand Marketing and Strategy: Yetunde Faparusi
Heisman Trust
Executive Director: Rob Whalen
Associate Director: Tim Henning
Agency: TBWA/Chiat/Day NY
Chief Creative Officer: Amy Ferguson
Head of Creative: Dave Banta
Group Creative Director: Mike Blanch
Associate Creative Director: Cassondra Bazelow
Associate Creative Director: Caroline Monday
Associate Art Director: Hunter Swink
Associate Copywriter: Joshua Blanco
Operations Manager, Creative: Laura Czerepak
Executive Director of Creative Operations:: Erica Bartuccelli
Head of Production: John Doris
Group Executive Producer: Sumer Friedrichs
Executive Producer: Sarah Farrand
Senior Producer: Jessica Gardner
Integrated Producer: Armando Melendez
Director, Business Affairs: Debra Horvath
Senior Business Affairs Manager: Rachel O'Malley
Business Affairs Manager: Leti Schumacher
Head of Production Operations: Victoria Kreuger
Managing Director: Scott Kavanagh
Business Lead: Val Tyll
Business Director: Tony Burman
Senior Business Manager: Raquel Devariel
Social Business Lead: Katherine Udeze
Social Business Director: Kim Harris
Chief Strategy Officer: Leslie Stone
Executive Strategy Director, Strategy and Innovation: Elliott Bastien
Executive Strategy Director, Social and Digital: Dan Brenikov
Strategy Director: Matthew Kaye
Strategy Director, Social Branding: Victoria Tabio
Strategist, Social Branding: Averrey Jencka
Executive Director Media and Integrated Programs: Sara Wilson
Business Lead, National Planning, Partnerships and Activations: Steve Walsh
Managing Director Integrated Investment: Cynthia Hack
Senior Director Digital Media: Adam Young
Director Digital Activation: Timothy Bosch
Media Supervisor Influencers: Simon Fenzi
Optimum Sports Account Director: Sam Levy
Optimum Sports Associate Director: Mike Polvere
Director, Partnerships & Experiential: Lauren Natale
Supervisor, Partnerships & Experiential: Emily Stalcup
Director NU, Product Integration: Andy Galvin
Senior Specialist, Product Integration: Patrick Jones
Data and Analytics
Manager, Marketing and Business Intelligence: Jamie Westerman
Senior Analyst, Marketing and Business Intelligence: Sid Deshmukh
Nissan United Activation
Creative Director: Dan Kubasa
Associate Creative Director: Liz Ha
Creative Technologist: Joseph Leitner
Sr. Art Director: Paloma Chavez
Sr. Creative Project Manager: Lisa Rasmussen
Sr. 3D Designer: Ian Baker
Sr. Motion Graphics Designer: Stephen Guma
2D Designer: Amber Klootwyk
Sr. VFX Designer: Robert Walker
50/Fifty Operations Manager: Nathan Graham
St. Content Producer: Caitlin Miller
Sr. Digital Project Manager: Stacy Mallak
Digital Project Manager: Mary Hacker
Sr. Digital Art Director: Julie Schlende
Software Engineering Manager: Derek Glascock
Sr. Account Director: Emily Morrison
Account Director: Katie Mendicino
Account Director: Stacey Gamble
Account Supervisor: Katie Smits
Account Executive: Casey Ausloos
Account Executive: Rebecca Fabik
Nissan United Web
Business Lead: Laura Thomas
Senior Account Manager: Brittany Brown
Account Coordinator: Cristina Aguirre
SVP, Technology: Russell Logozar
Technology Director: Jonathan Barrett
Creative Director: Chris McCall
Associate Creative Director: Martine Lavoie
Content Director: Tony Charron
Copy Director: Peter Von Sass
Senior Designer: Cole Ottmann
Associate Director of User Experience: James Ereiser
Senior Producer: Lidia Muratovik
Marketing Science Lead: Natalia Fisher
Marketing Science Analyst: Lady Kindy
Search Lead: Claire Leighton
Search Strategist: Lisa Lam
Content Author Lead: Paulo Vargas
Quality Assurance Lead: Greidy Rubi
Production Company: Biscuit
Director: Aaron Stoller
Director: Cameron Harris
Social Director: Patrick Yonally
BTS Director: Ben Steinbauer
Executive Producer: Holly Vega
Head of Production: Sean Moody
Producer: Mala Vasan
Producer: Brady Vant Hull
Producer - Social: Niko Whelan
Edit: Mackcut Editorial
Editor/Partner: Nick Divers
Editor: Mike Leuis
Editor: Danielle Minch
Asst Editor: Molly Dollinger
Executive Producer: Gina Pagano
Post/VFX: Framestore
VFX Supervisor: Christian Nielsen
Lead Flame Artist: Jiri Kilevnik
Senior VFX Producer: Meredith Cherniack
Executive Producer: Pete King
Color: Company 3
Head of Commercial Color: Tim Masick
Senior Producer: Kevin Breheny
Audio Mix: Heard City
Engineer/Partner: Keith Reynaud
Engineer: Evan Anderson
Executive Producer: Sasha Awn
Producer: Nick DuVarney
Consulting: Ernst-Van Praag
VP, Senior Consultant: Nancy Schroeder
Sr. Consultant: Vida Albert
Sr. Consultant: Donna Nobles
Music Licensing and Stock:
Burns Entertainment
Music Licensing: House of Pain "Jump Around"
MAS Music and Strategy
Partner/Executive Producer: Gabe McDonough
Senior Music Producer: Lisa McGuire
APM
Director/Advertising: Deborah Fisher
So Stereo
Executive Producer: Joey Netter
Extreme Music
Music Licensing: Lena Adelman
Audio Network
Sr. Manager, Music Licensing: Pia Villaluz
Stock Footage
Getty Images
