NASHVILLE -- Breaking with the industry focus on brawny, hard-working trucks, Nissan this month will launch a Titan pickup ad campaign that instead appeals to social consciousness and community involvement.
The automaker will roll out a combination of TV spots and social media efforts that align the Titan with three national nonprofit organizations: the American Red Cross, the National Park Foundation and Habitat for Humanity.
The "Calling All Titans" campaign intends to appeal to what Nissan believes is an emerging psychographic among truck buyers -- a desire to volunteer and give back to their local community.
The campaign will show Titan-driving volunteers at each of the three organizations. An affiliated website, CallingAllTITANs.com, will provide information about how to donate and volunteer locally.