Toyota joins the holiday crew with a heartwarming pair of ads

Two spots debuted during NBC’s 'Christmas in Rockefeller Center'

Published On
Dec 03, 2021

Editor's Pick

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.





Dec 03, 2021
Client :
Agency :
Saatchi & Saatchi-LA
Chief Creative Officer :
Jason Schragger
Group Creative Director :
Leo Circo
Group Creative Director :
Sandra Luciano
ACD Art Director :
Jerry Underwood
ACD Copywriter :
Randy Quan
Chief Operations Officer :
Lalita Koehler
Group Director of Content Production :
Sara Seibert
Executive Producer :
Jennifer Vogtmann
Senior Producer :
Kathy Lippincott
Senior Producer :
Dustin Oliver
Associate Producer :
Alex Hernandez
Senior Music Supervisor :
Kristen Hosack
Director of Product Information :
Matt Hardesty
Product Information Coordinator :
Rey Raymundo
Managing Director :
Al Reid
Senior Client Partner :
Ginger Christensen
Client Operations Lead :
Lauren Mesina
Client Partnership Supervisor :
Priscilla Mon
Client Partnership Manager :
Marc Villanueva
Client Partnership Manager :
Andre Cain
Client Partnership Assistant Manager :
Jordan Lundquist
Chief Strategy Officer :
Mark Turner
Management Director :
Don Longfellow
Director Connection & Insight Strategy :
Amanda Koch
Strategic Planner :
Tyler Koke
Executive Communications Director :
John Lisko
Sr. Director :
Janet Waters
Director :
Jayson McKeon
Associate Director :
Leah Rotti
Media Planner :
Kelli Wong
Media Partner :
Group Director Earned Media & Public Relations :
Jana Hartline
Director of Public Relations :
Kimberly Harms
PR Manager :
Ava Bantansky
Broadcast Traffic :
Nadzyah Guillermo
Broadcast Traffic :
Reginald Holling
Director Business Affairs :
Linda Daubson
Sr. Business Affairs Manager :
Katie Banghart
Business Affairs Manager :
Erin D'Angelo
Talent Payment Manager :
Zandra de La Rosa
Client :
Lisa Materazzo
Client :
Mike Tripp
Client :
Scott Wracher
Client :
Shawn Caso
Client :
Tye Cannon
Client :
Clint Middleton
Production Company :
Executive Producer :
Rich Carter
Line Producer :
Marsie Wallach
Director :
Ted Melfi
Director of Photography :
Lawerence Sher
Editing Company :
Arcade Edit
Executive Producer :
Crissy DeSimone
Producer :
Tom Barnett
Editor :
Kim Bica
Assistant Editor :
Andy Trecki
Telecine :
Color Artist :
Beau Leon
Finish :
Creative Director :
Ben West
VFX Supervisor / Lead Compositor :
Mark Casey
Executive Producer :
Pete King
Producer :
Jose Alvarado
Shoot Supervisor :
Eric Rosenfeld
2D Artist :
Alejandro Villabon
2D Artist :
Alex Ling
2D Artist :
Isaac Spiegel
2D Artist :
Jasen Aziz
2D Artist :
Steve Cho
2D Artist :
Woei Lee
3D Artist :
Todd Herman
3D Artist :
Sean Dollins
Matte Painter :
Heather Abels
Matte Painter :
Pete Pace
Flame :
Carlos Adarraga Gomez
Music Arrangement & Composition :
Kasey Musgraves
Sound Design :
Lime Studios
Mix :
Loren Sibler

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