Saatchi & Saatchi L.A. kicked off a new fall campaign for Toyota, highlighting a variety of sports, with a 45-second spot entitled “Anthem.”
“Anthem” showcases the dedication of different groups of sports fans, from a family watching the game in matching jerseys to a early morning practices to playoff beards. The spot intercuts its footage of dedicated sports fanatics with messages playing off its long-running “Let’s Go Places” tagline, such as “Let’s Go Sacrifices,” “Let’s Go Tradition” and “Let’s Go Playoffs.” Unfortunately, there’s not a whole lot to make the ad standout from similarly-minded sports anthems and it ultimately lives up to the generic nature of its title.
“Anthem” will make its debut during the Toyota-sponsored halftime show for tonight’s NFL season opening game between the Pittsburgh Steelers and New England Patriots. Toyota claims it is the first of four sports-centered ads from the brand to be released throughout the fall.
“At Toyota, we certainly understand what it means to be a passionate sports fan,” Toyota Motor Sales USA group vice president of marketing Jack Hollis, who was selected by the St. Louis Cardinals in the 1986 MLB draft, said in a statement released to Adweek. “In the ‘Anthem’ spot that is kicking off the campaign, we aim to reach the die-hard fan, the one who always gathers with friends to share their passion for the big game, week after week.”