Nissan Returns to the Super Bowl for the First Time in 18 Years

But some other automakers take the bench

After nearly 20 years on the bench, Nissan USA will run a 60-second spot during the 2015 Super Bowl. The Nashville-based company's last Super Bowl ad ran in 1997, but according to USA Today, the car maker is ready for a comeback.

Some automakers such as Jaguar, Lincoln and Volkswagen (a staple at the big game the last four years, beginning with “The Force” commercial in 2011) have decided to sit Super Bowl XLIX out. Toyota and Mercedes-Benz will join Nissan in the advertising lineup.

Although representatives have been understandably secretive, there is speculation that Maroon 5 front man and The Voice judge Adam Levine will be involved. Nissan announced a partnership with Levine last month, effectively expanding an existing relationship with NBC’s hit music competition show.

Fred Diaz, svp, Nissan Sales & Marketing and Operations U.S., said in a statement that Nissan has targeted the Super Bowl, NCAA College Championships and The Voice to help make the most of its marketing.

“Our approach of using fewer yet bigger moments is already paying off,” Diaz said.

After a 3 percent fall in overall sales during November, a splashy marketing play may be exactly what this team needs.

Publish date: December 3, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT