Toyota will return to the Super Bowl for its third consecutive year with a spot starring Team Toyota athlete Amy Purdy.
The campaign, which will celebrate "great, bold dads, and what it means to be one," will promote the new Toyota Camry, said Jack Hollis, VP-marketing, Toyota, in a statement.
Ms. Purdy, a U.S. Paralympic Team snowboarder, along with others who have made positive, bold choices, will be featured in the spot, Mr. Hollis said.
The ad will be handled by Saatchi & Saatchi, Los Angeles. Toyotoa declined to specify how many ads it would run or how long the commercial would be, but said the buy is similar to past years.
Last year Toyota aired one 60-second Super Bowl spot, starring Terry Crews and The Muppets, while the 2013 commercial starred "The Big Bang Theory" actress Kaley Cuoco.
Aside from the ad, the automaker will also sponsor the Toyota Half-Time Report.
Thus far, the auto category has seemed to put the breaks on Super Bowl spending. Last week, NBC noted that automakers have purchased about half the number of spots so far than they did when the peacock network last aired the big game in 2012.
Mercedes-Benz has also purchased commercial time, while Lincoln and Jaguar are both sitting out.