Nissan Pathfinder: A Game-Day Staple for Hispanic Families

Photo Source: NISSAN

The 2024 Nissan Pathfinder drives with spot-on steering feel, excellent outward visibility, and a comfortable, stable ride quality. The Rock Creek edition dominates challenging terrain with ease courtesy of drive modes ranging from Sand to Snow and Mud/Rut. That said, the SUV plays a pivotal role in making a Super Bowl commercial unforgettable. Historically, when targeting the Latino market, ads have been dubbed in Spanish over the original English-language ad. For Super Bowl 58, however, Nissan wanted to dig deeper for its moment on the largest stage in advertising.

One game-winning ad aired on Sunday, February 11, 2024, on the TelevisaUnivision broadcast of Super Bowl 58. It focused on the themes of the multi-generational household and Spanglish dialogue, two crucial characteristics of Hispanic culture. With a riveting story to capture the moment, Nissan seamlessly devised a way to reflect today’s modern Latino household that typically hears a blend of English and Spanish. The commercial goes beyond Spanish dubbing and identifies with the community by showcasing realistic cultural nuances, generational inclusion, and native Spanish dialogue.

Nissan’s Out-of-the-Box Ad

With Latino viewers making up one of the fastest-growing football fanbases, Nissan looked to build a meaningful connection with customers during the nation’s largest game where sports, culture, and music unite. Broadcast from the iconic Caesars Palace on the Las Vegas strip, a unique pre-kickoff performance presented by the automaker aired on Univision at 4:00 p.m. ET on February 11, 2024, featuring Puerto Rican singer, songwriter, and rapper Myke Towers. During the live telecast, a 60-second commercial created by Nissan’s advertising partner also aired, starring Saturday Night Live’s breakout Cuban and Dominican star Marcello Hernandez and Mexican-American band Grupo Frontera.

To clarify, the ad, dubbed “El Test Drive,” retells the story of Hernandez as he embarks on an unexpected and sensational adventure while test-driving the latest Nissan Pathfinder. From the dealership to the mountains, desert and beach, Hernandez and a Nissan salesperson pick up different family members. 

As Hernandez and the salesperson make their way through this epic journey, the Pathfinder navigates numerous terrains while enthralling everyone across all generations of the family, from Abuela (Grandma) to Hermana (Sister), Sobrina (Niece), and Tio (Uncle). While recounting the suspenseful tale in a diner, Grupo Frontera unexpectedly makes an appearance in a nearby booth, encouraging Hernandez to finish narrating the story: “Qué? No, sigue, sigue (What? No, keep going, keep going),” the band demands.

The Sway of Customer Appreciation

Marisstella Marinkovic, chief marketing officer of Nissan U.S., emphasized the significance of buyer influence for the brand, claiming, “At Nissan, we’re always looking for ways to deeply connect with our customers. 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. From our partnership with TelevisaUnivision, to the Latino talent and the director we casted, we brought music and sports together to create a thrilling in-language and in-culture experience.”

The integrated campaign also includes a digital and social presence on Instagram, YouTube, TikTok, and other platforms. If you would like to learn more about the potential of the Nissan Pathfinder, please come visit Nissan of Fort Pierce. Do not forget we have a trained service team that can help with an online appointment to get started on all repairs and maintenance work. Allow us the pleasure of helping you today.