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Volume 27 No. 35
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Nissan Bringing "Heisman House" To NFL Broadcasts For First Time

Nissan will “continue putting money into college football” this season, but it also is “shifting a significant portion of its media” to the NFL, according to E.J. Schultz of AD AGE. The automaker’s "Heisman House" campaign returns for its 10th season for ESPN’s college games, and it now will air “during NFL games ... for the first time.” This is the “latest sign of how the coronavirus is upending brand marketing calendars” and also shows how the NFL “will grow even more powerful this year, assuming the league can complete its season without coronavirus shutdowns.” Nissan signed a “season-long deal” with ESPN’s “MNF,” and it also expects to “run ads in select Sunday afternoon games.” Nissan North America VP/Marketing Communications & Media Allyson Witherspoon indicated that the Heisman campaign is a "good fit to run in college and NFL games" due to many players in the ads being NFL stars. Among those in the campaign are Ravens QB Lamar Jackson, Cardinals QB Kyler Murray, Browns QB Baker Mayfield and former NFLers Charles Woodson and Tim Tebow. Creative comes via Omnicom’s TBWA\Chiat\Day, N.Y.; Nissan’s sports media investments “are handled by Omnicom’s Optimum Sports” (ADAGE.com, 9/9).