Modern Marketing Creative Works

Toyota’s Super Bowl ad invites viewers to keep up with all ‘The Joneses’

By John Glenday | Reporter

Toyota

|

Super Bowl article

February 14, 2022 | 3 min read

Toyota has turned to the star power embodied by Tommy Lee Jones, Leslie Jones and Rashida Jones to lead its second Big Game ad.

The surname-sharing celebrities have been roped in to put the 2022 Toyota Tundra through its paces, getting behind the wheels of the pick-up truck before engaging in an impromptu off-road race through deserts and mountains.

Toyota

The spot stars ‘Joneses’ including Tommy Lee Jones

Created by Saatchi & Saatchi, the piece concludes with the arrival of interloper Nick Jonas, who wins the reluctant approval of his near namesakes as a voiceover intones: “Stay ahead in the all-new Tundra.”

Lisa Materazzo, group vice-president, Toyota marketing at Toyota Motor North America, said: “The all-new 2022 Toyota Tundra has been years in the making and you only get one chance to make a first impression. It’s only fitting that we launch the all-new Tundra, our biggest US campaign launch ever, alongside this caliber of star power on the world’s largest advertising stage.”

The action-packed promo follows hot on the heels of ‘Brothers,’ which opted for a slower-paced message of inspiration by showcasing the determination displayed by cross-country skiing siblings Brian and Robin McKeever, who have won 10 Paralympic medals between them.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Rounding off the Toyota trio is ‘Born to Lend a Hand’ by Conill Advertising, shown to Latino viewers who tuned into the Big Game on Telemundo.

Toyota has been on a roll after surpassing GM as the biggest carmaker in America, leading to a spate of big-budget campaigns including a Moonfall tie-in.

Modern Marketing Creative Works

Content created with:

Toyota Motor Corporation is a Japanese multinational automotive manufacturer headquartered in Toyota, Aichi, Japan. In 2017, Toyota's corporate structure consisted of 364,445 employees worldwide.

Find out more

More from Modern Marketing

View all

Trending

Industry insights

View all
Add your own content +