Toyota Launches Feel-Good Holiday Effort

Toyota is launching two holiday spots, one focused on the general market and the other aimed at Hispanic consumers.

Like No One’s Watching,” created by Saatchi & Saatchi and directed by Oscar-nominated director Ted Melfi, debuted Wednesday during NBC’s prime-time special “Christmas in Rockefeller Center.” 

The 60-second spot premiered with a personalized throw from a show host.  The media buy includes high-profile airings on NBC’s “Today” and Sunday Night Football on NBC this week.

The spot shares the story of a young woman who takes it upon herself to perform selfless acts of kindness for others throughout the holiday season, and the group of neighbors who appreciates her and returns the favor. 



Both 30- and 60-second versions of the spot will air across broadcast and cable networks. The integrated campaign will appear nationally on broadcast, cinema and OOH.

Toyota’s second new holiday spot, “The Search,” was created by Conill Advertising and directed by Peter Thwaites. 

The 60-second bilingual spot features a young girl and her grandfather driving in their Sequoia on a journey to find Santa’s house.

Hispanic linear TV coverage of “The Search” includes a mix of broadcast networks and targeted cable, including Univision, UniMas, Telemundo, Universo and Discovery en Español.

The 60-second version of “The Search” also will appear in theaters Dec. 16-29.

Toyota’s holiday message encourages people to connect with their communities this holiday season, says Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. 

In the spirit of celebrating those that serve others, Toyota is partnering with National Center for Families Learning and Kids In Need Foundation to provide teacher supply boxes that include essential supplies such as notebooks, pencils, folders, markers and more. 

All teachers at five under-resourced school districts across the country will be outfitted with supplies, impacting more than 15,000 students. 

The automaker’s Toyotathon December Sales Event offers incentives through Jan. 3.

Next story loading loading..