Toyota's Latest Sales Push Might Get You Teary-Eyed

New 'Toyotathon' Ad Brings Some Touchy-Feely to a Promotion

Published On
Dec 14, 2016

Editor's Pick

Toyota is taking a more emotive approach to promoting its "Toyotathon" December sales event this year, in this heartwarming holiday ad in which a family use their fleet of Toyotas to welcome one of their members home for Christmas.

Created by Saatchi & Saatchi L.A., and directed by Pete Riski at Rattling Stick (who's known for other tear-jerkers for unusual categories such as this one), the spot sees the cars converging in the countryside and creating a fairy light display that can be seen from the sky. As a young female soldier flies in on a plane, she sees the message "Welcome home Julia."

It's one of a series of spots that air through Jan. 3 tapping into various emotions felt during the holiday season. In the past, Toyota has taken a more light-hearted approach to pushing its sales event with spots conveying the urgency with which people need to get down there.


Dec 14, 2016
Brand :
Client :
Agency :
Saatchi & Saatchi-LA
Group Vice President, Vehicle Marketing :
Jack Hollis
Vice President, Vehicle Marketing and Communications :
Cooper Ericksen
General Manager :
Jim Mooney
Agency National Manager :
Cynthia Brown
Agency Marketing Manager :
Nicholas Miller
Group Vice President, Vehicle Marketing :
Jack Hollis
Chief Creative Officer :
Jason Schragger
Executive Creative Director/Production :
Fabio Costa
Creative Director :
Leo Circo
Associate Creative Director, Art Director :
Robyn Stern
Associate Creative Director :
Dan Sorgen
Senior Copywriter :
Craig Lederman
Executive Director, Integrated Production :
Lalita Koehler
Director, Content :
Sara Seibert
Executive Content Producer :
Gil DeCuir
Content Producer :
Marina Korzon
Business Affairs Director :
Keli Christy
Business Affairs Manager :
Margherite Vetrano/Katie Banghart
Senior Project Manager :
Jon Cindric
Group Account Director :
Ginger Christensen
Management Supervisor :
Lauren Messina
Assistant Account Executive :
Nate Rosen
Coordinator :
Alicia Simpson
Group Strategic Planning Director :
Evan Ferrari
Senior Connection and Insights Strategist :
Brittany Berman
Production Company :
Rattling Stick
Director :
Pete Riski
Director, Photography :
Kris Kachikis
Editing Company :
Arcade Edit
Editor :
Kim Bica
Visual Effects Studio :
Arsenal Creative
Telecine :
Music Supervisor :
Kristen Hosack
Barking Owl
Mix :
Lime Studios

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