Toyota: Toni by Burrell Communications

Toyota is looking to redefine hybrid cars. Toni Harris, a female football player, wants to break the mold, too.

Toyota has centered its Super Bowl commercial around Harris and her journey to redefine expectations, as the car company aims to reshape how consumers view its 2019 Rav4 Hybrid vehicle.

“The 2019 Rav4 HV is the vehicle that will shatter perceptions of hybrids, much like how Toni is shattering perceptions of a football player,” said Ed Laukes, group vice-president of Toyota Marketing, Toyota Motor North America. “We’re excited to highlight Toni’s inspirational story during the big game and remind viewers that assumptions should always be challenged.”

The commercial, directed by Joe Pytka, will air toward the end of the second quarter of the Super Bowl on 3 February.

Burrell Communications created and produced the spot, with additional support from Saatchi & Saatchi and Zenith Media.