Toyota Has A Change Of Heart About Super Bowl

Toyota's 2022 Super Bowl Spot featured Leslie Jones

There’s an old saying that it’s a woman’s prerogative to change her mind. 

Apparently the same holds true for automakers. 

Toyota Motor North America has reversed an early decision not to run a national spot during Super Bowl LVIII on Feb. 11.

The automaker issued a statement this morning: “The opportunity coincides with the launch of the 2024 Toyota Tacoma, and we’re thrilled to highlight the trail-dominating power and legendary capability of the all-new Tacoma on the Super Bowl LVIII stage,” it said.  “As previously stated, Toyota will also bring fans an exciting, multi-faceted activation experience leading up to and during the Game as the Official Automotive Partner of the NFL.” 



More details will be shared closer to game day, according to to the automaker's announcement.

The new spot was created by Toyota’s agency of record, Saatchi & Saatchi, in partnership with Le Truc. Opened in February 2021, Le Truc is a model within the Publicis Groupe "which unites all creatives, producers and strategists from its agencies into one, dynamic, collaborative team." according to the company.

The automaker added: "We did not intend to produce a spot for the Super Bowl this year.  When we looked at the situation, we recognized a convergence of factors that drove us toward the decision. The timing of Super Bowl LVIII aligns perfectly with our launch of the new Tacoma, with the campaign kicking off the week prior to Super Bowl LVIII. In the course of our campaign production, we realized that we had a creative execution that rises to the level of 'Super Bowl worthy.' There is great synergy between our Tacoma-focused activation at the Game, our designation as the Official Automotive Partner of the NFL, and our participation as an advertiser on the broadcast."

Toyota employs a T2 or Total Toyota approach to its efforts, with all agencies working cooperatively. The roster includes Saatchi & Saatchi, Burrell Communications, Intertrend and Conill Advertising. Le Truc is a new addition. 

Just 10 days ago, on Jan. 16, Toyota issued another statement saying it would not be in the Big Game this year and instead “will activate on the ground in Las Vegas. As the official automotive sponsor of the NFL, Toyota will bring Super Bowl fans an exciting, multi-faceted activation experience leading up to and during the Game.”

The automaker has had some marketing upheaval this year, with top marketer Lisa Materazzo leaving in September for Ford Motor Co.  Mike Tripp, who was previously her subordinate, has taken her place

Just last week the automaker’s luxury division, Lexus, also lost its top marketer, with Vinay Shahani leaving for Nissan. 

Toyota sat out the 2023 Super Bowl ,but it used the 2022 Super Bowl to debut its largest U.S. launch to date at the time for the Toyota Tundra pickup truck with a spot called “The Joneses” featuring Tommy Lee Jones, Leslie Jones, Rashida Jones and Nick Jonas.

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