Toyota joins the holiday crew with a heartwarming pair of ads
Two spots debuted during NBC’s 'Christmas in Rockefeller Center'
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.
Credits
- Date
- Dec 03, 2021
- Client :
- Toyota
- 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 :
- NBC
- 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 :
- Brother
- 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 :
- Framestore
- Color Artist :
- Beau Leon
- Finish :
- Framestore
- 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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