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Toyota: Yellow Paper by Saatchi & Saatchi

Client: Toyota
Date: Dec 2019
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With the holiday season in full swing, Toyota continues to highlight the importance of family and friends coming together. This year’s holiday spot, 'Yellow Paper,' features military service members returning home for the holidays to a touching homecoming surprise.

The 90-second spot premiered during NBC’s Sunday Night Football 'Thanksgiving Special,' with a live throw coming out of Toyota halftime. To continue spreading the message of togetherness and holiday spirit, the spot will also air on NBC’s primetime special, 'Christmas in Rockefeller Center,' on December 4 with a personalized setup from a show host.

'Yellow Paper' shares a familiar story of service members returning home for the holidays after a military deployment. The group is welcomed at the airport with a special heartfelt greeting – the recognizable yellow ribbon – displayed in the terminal by excited family and travelers, bringing everyone together. The greeting evokes pure emotion from the uniformed service members, many of whom are actual veterans, reminding viewers what’s most important this holiday season. The spot was created by Saatchi & Saatchi and directed by Sean Meehan of Arts & Sciences.

A mix of 30- and 60-second versions will air on television November 28-January 2. Viewers can also see the spot in theaters nationwide in National CineMedia (NCM) pre-show and Screenvision in more than 3,600 theaters from December 13-26.


Agency: Saatchi & Saatchi

Client: Toyota

Director: Sean Meehan of Arts & Sciences

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