Nissan has launched a new campaign, titled “Road 2”, which integrates the NCAA Men’s and Women’s tournaments, events that the automaker supports as an Official Partner.
The campaign includes eight spots featuring six of the brand’s newest vehicles, including the all-electric Ariya crossover, the all-new Z, Pathfinder, Frontier, Rogue and Altima, and mascots from 27 teams, including Black colleges and universities.
One of the spots features The Duke Blue Devil and “Sparky,” The Arizona Sun Devil, in a literally hot Nisan Rogue. When “Spike” The Gonzaga Bulldog, who’s sitting in the backseat, tries to say something about the sauna, which he doesn’t enjoy at all, the driver turns on the volume.
The song playing in the background is Jerry Reed’s 1971 hit single When You’re Hot, You’re Hot.
Another spot, titled “Fast and Steady,” features a mascot speeding down a road at the wheel of a 2023 Nissan Z, racing against another car. As they arrive at the destination, it turns out it was the “Testudo” the Maryland Terrapin Turtle driving the Z. Another one features Baldwin the Boston College Eagle in a Nissan ARIYA saving the day for Pete The Seton Hall Pirate and the Hampton Pirate who are looking for the road to Final Four on an old map and don’t understand directions.
Other mascots featured in the ads are “Big Jay” The Kansas Jayhawk, “Ramses” The North Carolina Ram, The Oregon Duck, “Shasta” The Houston Cougar, “Josie” the UCLA Bruin, and “Otto” the Syracuse Orange.
Nissan also offers fans, as part of the campaign, a range of digital and in-person experiences. Extras include an online bracket challenge in partnership with CBS Sports, that gives them the chance to win an all-new 2022 Nissan Frontier.
