Toyota is leaning into female empowerment with a Super Bowl ad that features Antoinette "Toni" Harris. She is the first female football player who does not play a specialist position like kicker to be offered football college scholarships.
The ad, released today, is from Burrell Communications and directed by Joe Pytka, who has directed more than 80 Super Bowl commercials. The narrator is Jim Nantz, who will call Sunday's game for CBS.
The commercial shows Harris loading football gear into the back of a Toyota RAV4 and then doing some intense training, while Nantz talks about how she defied the odds.
Harris, 22, is a sophomore defensive back at East Los Angeles College. She has been offered scholarships to continue her playing career at several colleges, including Bethany College, an NAIA school in Kansas,according to media reports.
"We're excited to highlight Toni's inspirational story during the Big Game and remind viewers that assumptions should always be challenged," Ed Laukes, group VP for marketing at Toyota Motor North America, said in a press release.
Burrell got support from Saatchi & Saatchi and Zenith Media on the 60-second ad, slated to run near the end of the second quarter.