Working with Saatchi LA, Toyota is ramping up for Super Bowl Sunday with the release of some pre-game content and an invitation to Twitter users to participate.
The brand is kicking off the next chapter of its One Bold Choice Leads Another campaign for the Camry.
The campaign aims to highlight the importance of dads and their contributions to their families. A launch video highlights professional football players such as former Super Bowl MVP Kurt Warner, former linebacker LaVar Arrington, running back Fred Jackson and defensive end DeMarcus Ware.
A version of the above will air as a :60 during the game.
Of his participation in the campaign, Warner said:
“This ‘One Bold Choice’ campaign is all about the bold choices we as parents — fathers — have to make every day for our families. These choices range from teaching our kids, to showing them what a loving relationship looks like, to displaying sacrifice, work ethic, excellence and love in all areas of our lives. Just as I try to encourage and inspire my kids to become greater tomorrow than they were today, my hope is that with the work of Toyota and this campaign, many others will be inspired to do the same in their lives.”
Another :60, How Great I Am, will feature Team Toyota athlete, Paralympic medalist and Dancing with the Stars finalist Amy Purdy. Muhammad Ali will voice the spot. There are two teasers for that spot online.
In advance of the game, Toyota is inviting people on Twitter to tweet photos of their fathers and share why they are so special.
Join @LaVarArrington & @Fred22Jackson as we talk about good dads. Tweet us photos of your dad using #OneBoldChoice. https://t.co/FEAmD9qQZu — Toyota USA (@Toyota) January 16, 2015
And everyone is happily doing so:
My dad, w my kids. US Army vet, Vietnam war. Served his country & is an exemplary role model to them. #OneBoldChoice pic.twitter.com/aAsdvMq6Sy — Davidson (@lvhswomensoccer) January 16, 2015
My dad & I at my nephew's birthday! My father taught me well not to take myself too seriously #OneBoldChoice @Toyota pic.twitter.com/rsBb9ZzCPU — Jimmy Glenn (@JimmyGlenn711) January 16, 2015
#OneBoldChoice my dad with my sister! Great role model. Great Dad! pic.twitter.com/tJlKJ4X8I3 — Adam Gillcrist (@BigGillieStyle6) January 16, 2015
This is my dad. He taught me unconditional love is required to be a dad. #OneBoldChoice pic.twitter.com/cUG0jFDN6J — Eli Westfall (@eliwestfall) January 16, 2015
Of the campaign, Toyota Group VP of Marketing Jack Hollis said:
“We are excited to celebrate one of America’s biggest cultural holidays, Super Bowl Sunday, while honoring the relationship between dads and their children. Much as we did for the Camry launch last fall, we will take a bold and unconventional approach, one that matches the content of the vehicle and invites our guests to engage with the new Toyota.”
The brand is also sponsoring the Toyota Halftime Report during the game and will air a vignette entitled Toyota Gridiron Challenge featuring NASCAR drivers and retired football players.
UPDATE: Since this piece was originally published, we’ve learned that local Toyota dealers are sending out pleas for user engagement to their email subscriber lists. The creative links to the teaser video and to a place to tweet directly.
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