PLANO, Texas, Dec. 18, 2019 /PRNewswire/ -- Toyota today
confirmed that it will be part of the advertising lineup for Super
Bowl LIV on FOX TV Sunday. The :60-second Toyota spot, created by
Saatchi & Saatchi, will feature the all-new 2020 Highlander.
The spot marks the launch of the larger Highlander vehicle
campaign, which runs through mid-July
2020.
"We're excited to feature the all-new 2020 Highlander in our
spot in the Big Game," said Ed
Laukes, group vice president, Toyota Marketing, Toyota Motor
North America. "The Highlander is currently the best-selling model
in the midsize SUV segment, and there's no better way to kick off
the marketing campaign for the fourth generation of this benchmark
SUV than during the most-watched television event of the year."
Toyota has a long and successful history of leveraging the Super
Bowl stage to launch landmark products. 2012 and 2015 spots
featured Camry, America's best-selling passenger vehicle for the
past 17 years, while the 2019 Game packed a one-two punch of the
2019 RAV4, the best-selling mid-sized SUV in the country, and the
fierce return of the all-new 2020 Supra. In 2018, Toyota utilized
the Big Game and the Opening Ceremony of the Olympic Winter Games
PyeongChang 2018 shortly after to launch the first-ever global
marketing campaign, "Start Your Impossible," highlighting Toyota's
shift to a mobility company.
The larger Highlander vehicle campaign follows the Total Toyota
(T²) cross-agency model with collaboration from Saatchi &
Saatchi, Burrell Communications, Conill Advertising, and
Intertrend, with Zenith Media responsible for TV and Outdoor media
buying.
For more information on the all-new 2020 Highlander, click
here.
About Toyota
Toyota (NYSE:TM) has been a part of the
cultural fabric in the U.S. and North
America for more than 60 years, and is committed to
advancing sustainable, next-generation mobility through our Toyota
and Lexus brands. During that time, Toyota has created a
tremendous value chain as our teams have contributed to world-class
design, engineering, and assembly of more than 38 million cars and
trucks in North America, where we
have 14 manufacturing plants, 15 including our joint venture in
Alabama (10 in the U.S.), and
directly employ more than 47,000 people (over 36,000 in the
U.S.). Our 1,800 North American dealerships (nearly 1,500 in
the U.S.) sold 2.8 million cars and trucks (2.4 million in the
U.S.) in 2018.
Through the Start Your Impossible campaign, Toyota highlights
the way it partners with community, civic, academic and
governmental organizations to address our society's most pressing
mobility challenges. We believe that when people are free to move,
anything is possible. For more information about Toyota,
visit www.toyotanewsroom.com.
Media Contacts:
Leigh Anne
Sessions
Toyota Motor North America
469-292-5849
leigh.sessions@toyota.com
Marissa Borjon
Toyota Motor North America
469-292-6395
Marissa.borjon@toyota.com
Kimberly Harms
Saatchi for Toyota
702-234-9517
kimberly.harms@saatchi.com
For customer inquiries, please call: 800-331-4331
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SOURCE Toyota Motor North America