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

By John Glenday | Reporter



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.


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.

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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.

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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.

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