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Toyota’s holiday Toyotathon commercials aren’t exactly known for their subtlety. They usually punch you in the face with holiday cheer, 30 seconds at a time.
This year, though, the automaker and agency Saatchi & Saatchi have tried something new—both in content and format. Last night, they aired a 100-second commercial on NBC, which they claim is a first for broadcast, that leaned heavily into more emotional storytelling.
The spot, titled “R+S,” was directed by Lance Acord of Park Pictures (whose extensive ad credits include being an Emmy-winning director as well as the cinematographer on Volkswagen’s “Pink
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