Toyota has released online its third ad for this year’s Super Bowl, which marks the automaker’s biggest ad buy ever and the first time it has three primetime commercials.
Titled “One Team”, the spot is aimed at illustrating, using “an amusing, light-hearted narrative”, how people from diverse backgrounds put aside their differences and get together to celebrate their shared passion of sports. The ad opens with a rabbi getting in his Toyota and picking up his friends to go to the Big Game. The first one to pick up is a Catholic priest who leaves churchgoers alone and hurries to the car, looking forward to arrive at the destination. The rabbi does not start the engine, though, until his passenger doesn’t put on the seatbelt. On their way, the preacher is also eager to change the music when Foreigner’s “I Want To Know What Love Is” is playing, but the driver doesn’t agree, so he has to toe the line. The second one to be picked up, an imam, is pranked by the two, who move the car right when he is supposed to get in, and the third one, a Buddhist priest, is praised for his sneakers. Arriving at the stadium, a little bit in delay, they meet some nuns and then enjoy all together the game. The second song used in the ad is “Red October” by Scatter Brain The Acid Atheist.
The commercial, created by Saatchi & Saatchi and directed by filmmaker Ivan Zacharias, ends with the tagline “We’re all one team.”. Part of the company’s “Let’s Go Places” campaign, it also celebrates the automaker’s status of proud sponsor of Team USA.
The first two spots released by Toyota, that’s sponsored the global Olympic and Paralympic games for the past eight years, titled “Good Odds” and “Mobility Anthem,” showcase the company’s global Olympic and Paralympic sponsorships and promote a new brand message: mobility for all. “Good Odds”, directed by Aoife McArdle and soundtracked by Kaleena Zanders’ “Stronger Than I’ve Ever Been”, tells the true story of Canadian skier Lauren Woolstencroft, who beat the odds to win eight Paralympic gold medals, and “Mobility Anthem”, directed by John Hillcoat, features people ages 1 to 100, in all stages of life, including Olympic and Paralympic athletes.
The spots will be airing in the first quarter, halftime and second half of the Big Game, whose kickoff is scheduled for Sunday, February 4th, 6:30 p.m. Eastern / 3:30 p.m. Pacific. NBC broadcasts the game.