Toyota Camry Teams Up with Pro Athletes to Celebrate All-Star Dads
January 16 2015 - 8:00AM
Business Wire
America’s Best-Selling Car to Make a Bold
Statement Surrounding the Most-Watched Television Event of the
Year
The bold, new 2015 Toyota Camry has earned a much-deserved place
in the most talked about sporting event of the year. Today,
America’s best-selling car for thirteen consecutive years kicks off
the next phase of its “One Bold Choice Leads to Another” marketing
campaign for Super Bowl XLIX.
Kurt Warner talks about being a bold dad
in Toyota's 'To Be a Dad' video. (Photo: Business Wire)
“We are excited to celebrate one of America’s biggest cultural
holidays, Super Bowl Sunday, while honoring the relationship
between dads and their children,” said Jack Hollis, group vice
president of marketing, Toyota Motor Sales, U.S.A., Inc. “Much as
we did for the Camry launch last fall, we will take a bold and
unconventional approach, one that matches the content of the
vehicle and invites our guests to engage with the new Toyota.”
The campaign includes several pieces of exclusive content that
will be released online leading up to the game. The creative
focuses on dads—both prominent and unknown, but equally
extraordinary—who have contributed to their families’ lives in bold
ways.
One of the online video pieces highlights professional football
players and their children, including iconic quarterback and former
Super Bowl Most Valuable Player Kurt Warner and former linebacker
LaVar Arrington, as well as current professional football stars,
running back Fred Jackson and defensive end DeMarcus Ware. To view
the video content, visit Toyota USA’s YouTube channel or click the
following link: http://youtu.be/PZ-Yiuc9sOQ.
“This ‘One Bold Choice’ campaign is all about the bold choices
we as parents—fathers—have to make every day for our families.
These choices range from teaching our kids, to showing them what a
loving relationship looks like, to displaying sacrifice, work
ethic, excellence and love in all areas of our lives,” said Kurt
Warner. “Just as I try to encourage and inspire my kids to
become greater tomorrow than they were today, my hope is that with
the work of Toyota and this campaign, many others will be inspired
to do the same in their lives.”
Beginning today, Toyota is also inviting Twitter users to engage
in the unique game day conversation by helping to create a cultural
moment in real time. To participate, consumers are encouraged to
tweet photos of their dads using the hashtag #OneBoldChoice.
Additionally, two 60-second television commercials will air on
NBC on Sunday, February 1. The pregame spot, “How Great I Am,” will
feature Team Toyota athlete, Paralympic medalist and Dancing with
the Stars finalist Amy Purdy. The voice of the legendary Muhammad
Ali will also be heard in the spot. Toyota will then continue the
conversation about bold dads in the second quarter of the game.
Beyond the Camry work, Toyota will sponsor the Toyota Halftime
Report during the NBC broadcast. The automaker will also run a
custom video vignette called the “Toyota Gridiron Challenge,”
featuring Toyota NASCAR drivers and retired football players.
Viewers will have to tune in for more surprises on game day.
Background on the 2015 Camry
The 2015 Toyota Camry ensures that the driver gets noticed for
all the right reasons, and there’s an emotional thrill in
surprising others with an unexpected side. It was designed by CALTY
and engineered at Toyota Technical Center, both in Ann Arbor,
Michigan. All Camrys sold in North America are built at Toyota’s
plants in Georgetown, Kentucky, and Lafayette, Indiana. For more
information on the bold 2015 Camry, visit www.toyota.com/camry.
ABOUT TOYOTA
Toyota (NYSE:TM), the world's top automaker and creator of the
Prius, is committed to building vehicles for the way people live
through our Toyota, Lexus and Scion brands. Over the past 50 years,
we’ve built more than 25 million cars and trucks in North America,
where we operate 14 manufacturing plants and directly employ more
than 40,000 people. Our 1,800 North American dealerships sold more
than 2.5 million cars and trucks in 2013 – and about 80 percent of
all Toyota vehicles sold over the past 20 years are still on the
road today.
Toyota partners with philanthropic organizations across the
country, with a focus on education, safety and the environment. As
part of this commitment, we share the company’s extensive know-how
garnered from building great cars and trucks to help community
organizations and other nonprofits expand their ability to do good.
For more information about Toyota,
visit www.toyotanewsroom.com.
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20150116005072/en/
Toyota Motor Sales, U.S.A., Inc.Jaymie Robinson,
310-468-1421Jaymie_Robinson@toyota.comorSaatchi LA for ToyotaNick
Ammazzalorso, 310-214-6200nick.ammazzalorso@saatchila.com
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