Nissan has launched a new campaign for the Rogue crossover with a new TV spot featuring villainous snowmen wreaking havoc on a city besieged by winter. Setting up winter as the bad guy and the Rogue as the hero, the ads arrive at a time when many Canadians will likely be assessing how they can better battle the ice and snow following massive winter storms in the GTA and beyond.

With media by OMD Canada and creative by TBWA, the campaign targets adults over 35 with families and a base household income of $100,000. The 30 and 60-second spots first aired Jan. 11 during NFL and NHL games, with the national campaign kicking off Jan 13.

Karena Phidd, group director of strategy, OMD Canada, tells MiC the media plan sought to find synergy with the campaign’s creative theme of “conquering” winter and “heroes.” That led to buys during sporting events, Phidd says, including the opening ceremonies of the Sochi 2014 Olympic Winter Games, the Super Bowl and the lead up to the game during the NFL playoffs, where the spot was launched in three markets this weekend. Nissan also targeted award shows. It bought spots during the Golden Globes on CTV this past Sunday and will be a presenting sponsor of the Grammy Awards Jan. 26 and auxiliary programming on City.

The television is supported by a viral seeding strategy – with video content developed by TBWA, including a “making of” feature about the TV spot – that will roll out over the next three weeks, as well as a social support.

Despite the wicked weather that has plagued Southern Ontario and other parts of the country in recent weeks, Phidd assures MiC that none of the parties involved possess a weather machine nor can they see the future, but that Canadian winter in general inspired the campaign. “We certainly did tap insight from previous winters where we’ve had tough weather, that’s what this was built on,” she said. “The thinking was that (winter) is when you truly know that you have the right vehicle.”

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