Creativity

Toyota's Latest Sales Push Might Get You Teary-Eyed

New 'Toyotathon' Ad Brings Some Touchy-Feely to a Promotion

By Alexandra Jardine. Published on Dec 14, 2016

Editor's Pick

Toyota is taking a more emotive approach to promoting its "Toyotathon" December sales event this year, in this heartwarming holiday ad in which a family use their fleet of Toyotas to welcome one of their members home for Christmas.

Created by Saatchi & Saatchi L.A., and directed by Pete Riski at Rattling Stick (who's known for other tear-jerkers for unusual categories such as this one), the spot sees the cars converging in the countryside and creating a fairy light display that can be seen from the sky. As a young female soldier flies in on a plane, she sees the message "Welcome home Julia."

It's one of a series of spots that air through Jan. 3 tapping into various emotions felt during the holiday season. In the past, Toyota has taken a more light-hearted approach to pushing its sales event with spots conveying the urgency with which people need to get down there.

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Credits

Date
Dec 14, 2016
Agency:
Saatchi & Saatchi LA
Client:
Toyota
Group VP of Vehicle Marketing:
Jack Hollis
VP, Vehicle Marketing & Communications:
Cooper Ericksen
General Manager:
Jim Mooney
Agency National Manager:
Cynthia Brown
Agency Marketing Manager:
Nicholas Miller
Group VP of Vehicle Marketing:
Jack Hollis
Chief Creative Officer:
Jason Schragger
ECD/Production:
Fabio Costa
Creative Director:
Leo Circo
ACD, Art Director:
Robyn Stern
ACD Copywriter:
Dan Sorgen
Senior Copywriter:
Craig Lederman
Executive Director of Integrated Production:
Lalita Koehler
Director of Content:
Sara Seibert
Executive Content Producer:
Gil DeCuir
Content Producer:
Marina Korzon
Director of Business Affairs:
Keli Christy
Business Affairs Manager:
Margherite Vetrano/Katie Banghart
Senior Project Manager:
Jon Cindric
Group Account Director:
Ginger Christensen
Management Supervisor:
Lauren Messina
Assistant Account Executive:
Nate Rosen
Coordinator:
Alicia Simpson
Group Strategic Planning Director:
Evan Ferrari
Senior Connection and Insights Strategist:
Brittany Berman
Production Company:
Rattling Stick
Director:
Pete Riski
Director of Photography:
Kris Kachikis
Editing Company:
Arcade Edit
Editor:
Kim Bica
Visual Effects Studio:
Arsenal Creative
Telecine:
MPC
Music Supervisor:
Kristen Hosack
SOUND DESIGN "Dream":
Barking Owl
Mix:
Lime Studios

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