Nissan has been a mainstay in college football season for nearly two decades with its fan-favourite Heisman campaign. The TBWA\Chiat\Day idea brings together winners of the prestigious Heisman Trophy (awarded annually to the best player in college football) in a shared, humorous living situation in a fictional Heisman House, with Nissan cars playing supporting roles.  

The star-studded Heisman House campaign has had a stellar 15-year run. But it was time for a refresh. So the agency has reimagined the famous campaign, ditching the formula for a character-driven limited series, Tell Them a Heisman Sent You, that rivals the competitive drama of college football itself.

Legendary Heisman winners, Tim Tebow, Travis Hunter, and Derrick Henry, face off to sell the most Nissans with actual stakes (a made-up trophy) and actual chaos (free buffalos, kid influencers, and unhinged antics) to prove who deserves Nissan’s top spokesperson title. Joining the trio throughout the series are newest Heisman winner, Fernando Mendoza, and football legends, Barry Sanders, Eddie George, and Jim Plunkett.

Think Hollywood meets football. Written in part by award-winning comedy screenwriter, Jon Lucas, it’s sports marketing that abandons the traditional playbook, transforming Heisman legends into comedic characters competing for a completely made-up trophy.

“We took a new approach to this year’s Heisman campaign, but one thing is unchanged: These spots reflect Nissan’s passion for going the extra mile and matching the drive of America’s favourite athletes,” stated Tiago Castro, senior vice president, U.S. Marketing & Sales, Nissan and INFINITI. “Just like Heisman winners on the field, Nissan’s competitive spirit drives us to win customer hearts with high-quality products, outstanding customer experience and engaging communication.”

“I grew up seeing Nissan’s Heisman House commercials, so I was excited about the opportunity to join the campaign,” added Fernando Mendoza, Las Vegas Raiders quarterback and 2025 Heisman Trophy winner. “Getting to meet some of the football legends who helped shape the game was the coolest part for me. You grow up hearing about the impact they had on the field, so spending time around them and being part of the same campaign was really special.”

Tell Them a Heisman Sent You kicks off with 30-second TV commercials during Week 1 of college football on September 4 and runs all season long on ABC, ESPN, Fox, NBC and Amazon Thursday Night Football. The fun continues with full-length versions of each episode released on YouTube and teased across Nissan social media channels. The full campaign includes 4 signature TVCs, the six-part digital series/episodes, 40+ digital assets, trailers, print and movie posters, a Kelce brothers podcast partnership, and content creator collaborations