Toyota and lead agency Saatchi & Saatchi LA will return to this year's Super Bowl with TV and online ads that celebrates the relationships between professional athletes and their families.
The effort promotes the Toyota Camry's "One Bold Choice Leads to Another" campaign and includes two 60-second spots that will air on Feb. 1—the day of the game.
A pre-game ad—titled "How Great I Am"—features Paralympic athlete and Dancing With the Stars contestant Amy Purdy. Boxing icon Muhammad Ali supplies a voiceover. The other minute-long ad will run during the second quarter of the game. Toyota has yet to release details of the in-game ad.
Leading up to the game, Toyota will push out online videos with creative that plays up the role that dads play in families. Directed by Lauren Greenfield, the first video is called "To Be a Dad" and features former and current NFL players Kurt Warner, LaVar Arrington, Fred Jackson and DeMarcus Ware.
"We are excited to celebrate one of America's biggest cultural holidays, Super Bowl Sunday, while honoring the relationship between dads and their children," said Jack Hollis, group vp of marketing at Toyota. "Much as we did for the Camry launch last fall, we will take a bold and unconventional approach, one that matches the content of the vehicle and invites our guests to engage with the new Toyota."
Toyota's Super Bowl campaign also includes a Twitter push. Using the hashtag #OneBoldChoice, Twitter users will be encouraged to tweet pictures of their dads. In addition, Toyota is sponsoring NBC's Halftime Report, with a video vignette that will feature retired football players and Toyota NASCAR drivers.
For a full list of Super Bowl advertisers, check out Adweek's Super Bowl tracker.