In conjunction with its holiday efforts and the theme of one of the spots, Toyota is partnering with 100cameras to help impact youth nationwide.
The nonprofit aims to empower youth by partnering with local schools and organizations to provide programming focused on photography and storytelling to help foster self-expression, connection and leadership.
Viewers are encouraged to support the 100cameras partnership by sharing their own recreations of family photos on social media using the hashtag #ToyotaFlashback.
“Present from the Past” from Saatchi & Saatchi debuted Wednesday during NBC’s prime-time special “Christmas in Rockefeller Center."
The spot tells the story of a young woman who receives a Christmas gift from her grandmother. Inside the package is a vintage camera and a collection of her grandmother’s photos from when she was the granddaughter’s age. Inspired by the camera and with the help of her all-new 2024 Tacoma, the granddaughter decides to recreate the old photos of her grandmother by going to all the same places.
In the last scene, the woman surprises her grandmother with a photo album she’s created from her travels, alongside her grandmother’s photos from the past.
The bilingual Hispanic spot titled, “Arrivals,” from Conill, shows relatable moments of families and friends. The story unfolds as families navigate weather, traffic, delays, and frustration, culminating in magical moments of reunion, of all places, at airports.
The spot embodies the heartfelt dedication related to holiday reunions—a celebration of those who welcome their family and friends at the airport despite seasonal hurdles, says Veronica Elizondo, Conill's chief creative officer.
"Imagine braving freezing weather or dealing with crazy traffic on the 405 freeway to LAX,” Elizondo says. “These are real stories from Toyota owners that inspired us. We aimed to uncover some beauty amidst the chaos, but with a lighthearted tone.”
Both spots support the Toyotathon December Sales Event, which offers incentives through Jan. 2.
The media plan for the 60-second version of “Present from the Past” includes “Today” and “Sunday Night Football” on NBC. After the premiere week, a 30-second version will run across broadcast and cable networks on Dec. 10. The integrated campaign will appear nationally on broadcast, cinema, digital video and paid social.
The spot will air during prime time, sports programming, and on cable networks such as Comedy Central and Weather Channel, NBA games on ESPN, NBC’s “Sunday Night Football” halftimes throughout December, as well as holiday programming on Freeform.
Hispanic linear TV coverage of “Arrivals” includes a mix of broadcast networks and targeted cable, including Univision, Telemundo, Estrella, Universo and Discovery en Español.
Additionally, content will be shared on Telemundo and Toyota Latino social channels. The campaign will also appear in cinema, include a partnership with Pandora and social featuring Mariela on Meta and Pinterest.