Toyota will air a local spot for viewers in Los Angeles and San Francisco during the Super Bowl, promoting its Mirai fuel cell vehicle. The ad, by Saatchi & Saatchi L.A., will air during a local break in between the end of the second quarter and halftime.
In the spot, we see a roadside daisy choking and drying out due to gas fumes from a car. However, the Mirai then comes along and revives it with a spray of water, as we're informed that water is its only emission. Todd Mueller and Kylie Matulick of Psyop directed the ad.
"With Daisy we wanted to create an emotional connection with something unexpected," said Jason Schragger, chief creative officer at the agency, in a statement. "We want to highlight that true technologies of the future don't just have harmless emissions, they create life. The circle that nature creates exists because everything is a valuable part of an ecosystem that promotes growth in something else. Nothing should exist for itself. This a supremely powerful thought and is answered in this incredibly powerful technology."