Toyota has joined the lineup of brands offering heartwarming holiday storytelling this month, with two ads that made their debut during NBC's "Christmas in Rockefeller Center."
"Bookstore" is the tale of a young girl who sets out to help after her local favorite bookstore is destroyed in a fire. She's inspired to collect books from the local community to put the store's stocks back together, eventually presenting the owner with her favorite book from her childhood. All the donations are delivered in Toyota vehicles, a Tundra and a Highlander, but otherwise, the cars themselves are peripheral to the story. The spot was created via Saatchi & Saatchi and directed by Ted Melfi via production company Brother
Toyota also debuted a second, Spanish-language ad, created via Conill, called "Nora's Joy." The animated spot, below, tells the story of a young woman who finds a way to share holiday joy by driving her Toyota Tacoma around town. Passion Pictures directors Kyra and Constantin were repsonsible for the cute animation.
Both campaigns have purpose-related elements: with "Bookstore" Toyota is spotlighting its longstanding partner, National Center for Families Learning (NCFL), a national nonprofit that works to eradicate poverty through education solutions for families, to provide more than 85,000 books for families nationwide through its 420 literacy centers. And in a social tie-in with "Nora's Joy," consumers will be invited to send a digital “joy jar” to their loved ones via the @ToyotaLatino Instagram channel and for every share, will make a donation to the Hispanic Scholarship Fund up to a total of $50,000.