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Traktor Directs "No Lazy Horses" For Nissan TITAN, TBWA\Chiat\Day NY

By

Robert Goldrich
Friday, Oct. 13, 2017

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When a guy’s truck conks out, he lifts up the hood to reveal how powerless his horsepower had made him. Under the hood are hybrid human/horse characters (actually folks in cheesy horse costumes) who are lazy and insist that in order to rev up they need the gent to sing a ridiculous “Pretty Pretty Pony” song and then accompany it with a dance.

At the mercy of his “lazy horses,” the man sings and dances only to be seen by the driver of a Nissan TITAN truck who stops to lend a hand, thus rescuing our song-and-dance man.

The Traktor collective via production houses Rattling Stick and Traktor directed this offbeat spot as agency TBWA\Chiat\Day New York turns to humor in a product category not known for it.

TITAN is disrupting the myth that to be a serious truck, you have to have serious advertising. Comedy appeals to the younger truck buyer--as does the TITAN which sports a customer base that has tapped into the GenX demographic. 

Credits

Client Nissan Agency TBWA\Chiat\Day New York Chris Garbutt, global chief creative officer; Darren Borrino, Rob Rutherford, creative directors; Adam Naccarato art director; Matt Sullivan, copywriter; Jason Souter, head of integrated production; Matt Flaherty, executive producer; Olivia Whyte, associate integrated producer. Production Rattling Stick/Traktor Traktor, director; Joe Biggins, Jeff Shupe, executive producers; Richard Ulfvengren, exec producer/Traktor; Richard McIntosh, head of production; Rachel Curl, producer; Wendal Scott Reeder, production manager. Editorial Final Cut Editorial Ed Cheesman, editor; Andre Castiglioni, assistant editor; Sarah Roebuck, exec producer; Laura Cavanaugh, post producer. Audio Post Heard City Phil Loeb, miser; Andi Lewis, producer; Sasha Awn, exec producer. Postproduction/VFX The Mill Heath Raymond, exec producer; Nirad “Bugs” Russell, Abi Klimaszewska, sr. producers; Ted Rae, shoot supervisor; Fergus McCall, colorist; Rochelle Brown, color sr. producer; Jade Kim, Jeff Robbins, lead compositors; Gabriel Kim, Rachael Moon, Dhruv Shankar, assistant compositors; Clemens den Exter, designer. Music Beacon Street Studios Beacon Street, composers; Adrea Lavezoli, exec producer.

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