Toyota will take to the Super Bowl stage to spotlight its new 2019 RAV4 Hybrid, with the campaign narrative set to the story of Toni Harris.
Toyota is returning to America’s biggest advertising stage with a spotlight on two game-changers—the 2019 RAV4 HV and powerhouse female footballer, Antoinette “Toni” Harris. Where both are positioned as the focal point of the brand’s Big Game spot, the creative will air towards the end of the second quarter.
Titled Toni and narrated by sportscaster, Jim Nantz, the film was directed Joe Pytka, who has led over 80 Super Bowl commercials. The new Toyota ad is his first commercial for the automotive giant. Meanwhile, Harris is the first and only female player to have been offered a full scholarship as a non-specialist on defence.
More than four years ago, the marque adopted a cohesive marketing approach inclusive of multicultural marketing, bringing its agencies into a total market model called Total Toyota. Said team spans Saatchi & Saatchi, Burrell Communications, Conill Advertising, interTrend, and Zenith for media buys.
For this year’s entry, Burrell Communications both created and produced Toni’s story, with additional support from both Saatchi & Saatchi and Zenith Media.
“The 2019 RAV4 HV will shatter perceptions of hybrids, much like how Toni is shattering perceptions of a football player. We are excited to highlight her inspirational story and remind viewers that assumptions should always be challenged,” said Ed Laukes, Group Vice President, Marketing at Toyota Motor North America.