Press release
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september 02, 2021 - Nissan
Nissan ‘Heisman House’ back with fan-inspired campaign
- Creative campaign builds on fan enthusiasm in 10 new spots
- Ads begin airing Sept. 2 on ESPN and continue across ABC, FOX and CBS
- Nissan adds stops at Historically Black Colleges and Universities as part of Heisman House Tour
NASHVILLE, Tenn. – Nissan's beloved "Heisman House" is back for its 11th season with a campaign inspired by fans from Texas, Wisconsin and Michigan. College football's latest Heisman Trophy winner, Devonta Smith, joins past Heisman Trophy winners Tim Tebow, Eddie George, Kyler Murray, Desmond Howard, Barry Sanders, Baker Mayfield, Bo Jackson, Archie Griffin and Derek Henry for new – and always comical – hijinks inside the legendary Heisman House.
Highlighting Nissan's refreshed lineup including the all-new 2022 Pathfinder, all-new 2022 Frontier and 2021 Rogue, the ads begin airing on September 2. Additionally, the Heisman House Tour will make stops at Hampton University and Tennessee State University, as part of Nissan's expanded college portfolio that includes six Historically Black Colleges and Universities (HBCUs).
"Heisman House is back with some of the most beloved players in what we feel is our best lineup of fan-engaging spots yet," said Allyson Witherspoon, vice president and U.S. chief marketing officer, Nissan. "We're connecting with sports fans whose appreciation for the Heisman House serves as the inspiration for the latest ads."
With its agency partner, TBWA\Chiat\Day New York, Nissan scoured a decade's worth of Twitter posts referencing "Heisman House" and selected the most creative and humorous among them to serve as a basis for its latest campaign. The result: 10 storylines that would go on to become spots in the campaign.
From tweet to street
The launch spot for the campaign is titled "How We Heisman." In it, longtimers show Heisman House rookie Devonta Smith the ropes. Archie Griffin shows him proper Heisman trophy-shining technique. Desmond Howard demonstrates the Heisman pose, and Baker Mayfield tricks Smith into ordering 40 all-new 2022 Nissan Pathfinders using the Nissan@Home service. The inspiration for the spot, in part, came from a tweet by Eric Dietze of Brookfield, Wisconsin, that reads, "As part of his initiation, @DeVontaSmith_6 ('20) has to clean all of the Heisman trophies. By ancient laws of the Heismans, he needs to finish before sunset, or else."
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