Toyota's Mirai Revives a Dying Daisy in Local Super Bowl Spot Airing in California

Ad Will Run in L.A. and San Francisco During Big Game

Published on

Editor's Pick

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."

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Feb 02, 2017
Agency:
Saatchi & Saatchi LA
Client:
Toyota
Director:
Todd Mueller
Production Company:
Psyop
Director:
Kylie Matulick
Tags
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age