Creativity

Toyota Echoes 'This Is Us' in a Nostalgic, Heartwarming Holiday Spot

Lance Acord Helms 100-Second Spot That Premiered on NBC

By Alexandra Jardine. Published on Nov 29, 2017

Editor's Pick

Toyota's holiday film, a 100-second spot which premiered on Tuesday night on NBC before the mid-season finale of "This Is Us," is a heartwarming effort telling the tale of a special family gift filmed in a style similar to the top-rated show.

The ad, by Saatchi & Saatchi L.A., aired between "The Voice" and "This is Us" as the only ad in the break. Deliberately crafted and filmed in a style similar to "This Is Us," it takes nostalgic cues from that drama with a tale of two generations.

The story and centers around a special tree, carved with the initials of a couple, "R+S" on an anniversary in the 70s. When it falls down, their daughter's family has it sawn up and loaded into the back of their Toyota truck. During the holiday season the now grandparents visit their daughter's home to find a wood-framed photo of themselves as a young couple in front of their special tree. Then, they see the inscription of their initials "R+S" on the new dining table and realize it's their beloved tree.

The spot was directed by Lance Acord of Park Pictures and stars a real family of actors including grandparents, their daughter and her husband and children. Acord, who filmed in Sonoma and cast a family from Santa Rosa, says in a statement: "The story comes to life because it represents real families. The central point of the narrative, the tree, is also a metaphor for life and the underlying theme of a matriarch passing on the torch from one generation to the next."

Ed Laukes, group vice president, Toyota Marketing, Toyota Motor North America, says in a statement: "The winter holiday season seems to get longer every year with retail advertising starting earlier than the year before. Of course we have retail ads just like our competitors, but we believe it's also important to remind customers of the true meaning of the holiday season. Through proprietary research, we identified a way to break through the clutter with an emotional message and resonate with consumers. In addition, the 100-second spot was shot in a style similar to 'This is Us,' and because the ad has context, we believe the relevance will increase the impact of the spot given it will air in an isolated pod between 'The Voice' and 'This is Us'."

The full length ad will also air in movie theaters, while 30 and 60 second versions will follow on TV from December 10-24.

Rate this Ad

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

About

Credits

Date
Nov 29, 2017
Agency:
Saatchi & Saatchi LA
Chief Creative Officer:
Jason Schragger
Client:
Toyota
Executive Creative Director:
John Payne
Creative Director:
Leo Circo
Associate Creative Director:
Chip McDonald
Copywriter:
Chip McDonald
Associate Creative Director:
Brian Morgan
Senior Copywriter:
Craig Lederman
Copywriter:
Richard Beahm
Executive Director of Integrated Production:
Lalita Koehler
Director of Content Production:
Sara Seibert
Executive producer:
Pamela Parsons
Content Producer:
Antonietta Croft
Music Supervisor:
Kristen Hosack
Project Manager:
Katie Wood
Project Manager:
Jon Cindric
Group Account Director:
Ginger Christensen
Account Director:
Nicole Timerson
Management Supervisor:
Lauren Messina
Account Supervisor:
Charles Paterson
Chief Strategy Officer:
Mark Turner
Senior Strategic Planner:
Brittany Berman
Executive Communications Director:
John Lisko
Director of Business Affairs:
Linda Daubson
Business Affairs Manager:
Katie Banghart
Business Affairs Manager:
Erin D'Angelo
Production Company:
Park Pictures
Executive Producer:
Scott Howard
Executive Producer:
Jackie Kelman Bisbee
Head of Production:
Anne Bobroff
Line Producer:
Caroline Kousidonis
Director:
Lance Acord
Editing Company:
Exile Editorial
Executive Producer:
CL Weaver
Producer:
Remy Foxx
Editor:
Shane Reid
Assistant Editor:
Cutler Gray
Telecine:
MPC
Telecine:
Ricky Gausis
Finishing:
Arsenal Creative
Finishing Artist:
Matt Hollis
Finishing Producer:
Pravina Sippy
Music:
Novo Amor "Carry You"
Music:
Damian Jurado "Kola"
Sound Design:
Lime Studios
Sound Design:
Loren Silber
Audio Mix:
Lime Studios
Audio Mix:
Loren Silber
Client:
Lisa Materazzo
Client:
Scott Wracher
Client:
Cynthia Brown
Client:
Nick Miller
Client:
Eric Cavanagh
Client:
Clint Middleton

Need a credit fix? Contact the Creativity Editors

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.