Toyota will run no less than three ads this Sunday in a string of highly coveted time slots during the Super Bowl, a first for the Japanese auto behemoth. The ads will go heavy on the sports and feature athletes from the Olympic and Paralympic Games, with the theme being “Unity, Courage And Inspiration.”
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The Full Story
While Toyota has a pretty solid history when it comes to Super Bowl ads, the automaker decided to forego buying slots during last year's Big Game, citing a mismatch in timing for its various campaigns. This year, however, the automaker is going big, buying up three spots and a whopping 150 seconds of airtime.
The ads will run during the first quarter, after the half-time show, and during the second half.
Two of the ads will come from Toyota's “Start Your Impossible” campaign, with the third shown as a continuation of its older “Let's Go Places” campaign.
The first ad, entitled “Good Odds,” will be 60 seconds in length and feature the story of Canadian Alpine Skier Lauren Woolstencroft, a Paralympic gold medalist. The video quickly chronicles Woolstencroft's journey from birth as she works to overcome her disability and join the ranks of elite athletes. Watch it below.
The second ad will also be a minute in length, and will feature a diverse group of sports fans coming together to share their passion for competition. Tune in on Sunday to watch it.
The third and final ad will be 30 seconds in length, and is entitled “Mobility For All.” Once again, Toyota is featuring Olympic and Paralympic athletes, as well as “people from ages ranging one to 100 in all stages of life.” The ad is meant to show Toyota's “shift to a mobility company by showcasing some examples of Toyota's mobility technologies,” and includes flying machines and lan-tastic three-wheelers. Watch it below.
“With the Super Bowl and the Olympics just days apart in 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,” says group vice president of marketing at Toyota Motor North America, Ed Laukes.
The ads are certainly quite inspiring, and do well to bolster the visibility of the Toyota brand.
No word on the new Supra though.
References
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