Toyota welcomes veterans home with a Rockefeller Center debut

Saatchi & Saatchi's sentimental spot brings a neighborhood together to salute service members

Published On
Dec 04, 2018

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Every kid in the neighborhood rallies together for a holiday homecoming in Toyota’s latest spot, which kicks off the car maker’s annual “Toyotathon” sale. To welcome his father home from the military, a young boy recruits his friends to build an honor guard of snowmen, complete with stick salutes lining the street. “Winter Song,” an ode to unwanted space by Sara Bareilles and Ingrid Michaelson and a favorite track for these kinds of small-screen sentimental moments, backs the work from Saatchi & Saatchi.

The 90-second spot was unveiled with much fanfare on a national stage during the “Christmas in Rockefeller Center” special on NBC, with an introduction by Al Roker, who also thanked military veterans who were present for the occasion. It also ran during “CBS This Morning,” “The Late Late Show with James Corden” and during the halftime show for Thursday Night Football, complete with intros from both Corden and Michael Strahan.

The spot will continue to air during football halftimes on Thursday and Sundays throughout December, and a 60-second cut will run in 3,600 theaters for the two weeks around Christmas.