Toyota Camry has teamed up with Saatchi LA to create a family-themed campaign for this year’s Super Bowl. The “One bold Choice leads to another” campaign features a series of online pieces which are being released periodically in the days leading up to the game.
Jack Hollis, group vice president of marketing for the company, said that the campaign is meant to celebrate “one of America’s biggest cultural holidays” by celebrating one of America’s most salient family ties.
“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,” he said.
One of the first, and most popular pieces in the campaign so far is a three minute video titled “To be a dad,” featured on the brand’s Youtube page. The emotional video, directed by Lauren Greenfield, features professional football player fathers- DeMarcus Ware, LaVar Arrington, Fred Jackson and Kurt Warner - talking about their own dads and their commitments to fatherhood.
“This ‘One Bold Choice’ campaign is all about the bold choices we as parents—fathers—have to make every day for our families,” said Kurt Warner. “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.”
Toyota Camry is hopes to engage fans on Twitter in a discussion over the campaign by using the hashtag #OneBoldChoice.
On game day itself, two advertisements for this campaign with appear on TV. This first titled “How great I am” will appear pregame and will feature Paralympic athlete Amy Purdy with a voiceover by Muhammad Ali. The other spot will appear in the second quarter.
In addition to the extensive campaign this Super Bowl, Toyota Camry is also sponsoring the NBC Halftime Show.