Toyota’s Super Bowl appearance will be its biggest to date with three in-game ads created by the brand’s agencies of record, Saatchi & Saatchi and Dentsu. Two of the three spots debuted today. The third will roll out on Saturday, the day before Super Bowl LII.
“This is an unprecedented opportunity for our team at Toyota to share messages of unity, friendship, diversity and perseverance,” said Ed Laukes, group vice president, Toyota Marketing, Toyota Motor North America. “With the Super Bowl and the Olympics just days apart on NBC, we’re excited to join fans’ enthusiasm for these two world-class events and connect with them by sharing meaningful and inspiring TV spots.”
Toyota will air “Good Odds” from the brand’s new “Start Your Impossible” campaign—its first-ever global brand campaign—first. It will run during the first ad break after kickoff on Sunday. The touching ad, directed by Aoife McArdle, features Lauren Woolstencroft, an eight-time gold medalist Paralympic alpine skier. The 60-second ad follows Woolstencroft’s trying journey to become the celebrated, Olympic athlete she is today.
“If I could describe my journey in the Paralympic Winter Games in one word, I would say determination,” Woolstencroft said in a statement. “It’s been a wonderful experience partnering with Toyota on this global platform to tell my story of overcoming odds.”
The second spot, which has not been released yet, will air during halftime following the Toyota Halftime Report. “One Team” will debut the day before the game. According to the brand, that 60-second spot will be used to illustrate “how people from diverse backgrounds unite to celebrate the spirit of what brings them together, their shared passion of sports.”
Saatchi & Saatchi handled the “One Team” ad, which was directed by filmmaker Ivan Zacharias.
Finally, Toyota will air its 30-second “Mobility Anthem” during the second half of the game. The ad is also part of the “Start Your Impossible” campaign targeting the Olympics and Paralympics. In the spot, Toyota showcases people of all ages (from 1 to 100) and includes a number of celebrated Olympic and Paralympic athletes. John Hillcoat directed the ad.
• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.
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