PLANO, Texas, Feb. 3, 2021 /PRNewswire/ -- Toyota Motor
North America (TMNA) returns to advertise in the Big Game with a
60-second ad that shares an uplifting message of hope and strength,
as well as a five-second "billboard" that encourages people to
think about the impact they have on those around them and follow
Centers for Disease Control and Prevention (CDC) COVID-19
guidelines.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8842251-toyota-2021-big-game-ad-upstream/
Fueled by the power of a family's love, Toyota's 60-second Big
Game ad "Upstream" features Team Toyota athlete Jessica Long's incredible journey, which began
when she was adopted by an American couple from a Russian
orphanage. The spot takes viewers on a trip down memory lane of
Long's childhood, which, in turn, would help lead her to become the
second most decorated Paralympian in U.S. history.
"'Upstream' highlights Toyota's mission to shine a light on
athletes like Jessica who work tirelessly every day to pursue their
passion and inspire people around the world to reach their full
potential," said Lisa Materazzo,
group vice president, Toyota Marketing, Toyota Motor North America.
"We are grateful to Jessica and her family for their willingness to
allow us to share such a personal part of their story."
"Upstream" will air in the first position (A) in the
commercial break before the 2-minute warning in the second quarter.
The spot ends with the uplifting line, "We believe there is hope
and strength in all of us" referencing Jessica's extraordinary
journey, Toyota's belief in Respect for People, and aims to inspire
others. Additionally, "Upstream" represents the values Toyota
shares with the Olympic and Paralympic Movements, and the athletes
who inspire people around the world to reach their full
potential.
The 60-second spot features Long swimming through milestone
scenes over the course of her life, starting with a depiction of
the Russian orphanage from which she was adopted. The camera then
cuts to her parents (played by actors) receiving the emotional call
that they would be adopting a baby girl, but with the news that her
legs would need to be amputated due to a rare condition. The scenes
following show a young swimmer depicting Jessica, hands on hips
ready to compete, knowing she's different from other children, yet
remaining resilient. The spot continues with Jessica competing in
her quest to greatness, overcoming all obstacles as she becomes a
Paralympic legend.
"I love that the spot highlights not just the gold medals and
accomplishments but the challenging journey to get there," said
Team Toyota athlete and U.S. Paralympian Jessica Long.
"Perseverance, grit and overcoming the odds contributed to my
success and my hope is that people feel inspired and uplifted by
this emotional spot."
"Upstream" was created by Toyota's agency of record, Saatchi
& Saatchi, in partnership with Dentsu and directed by
Tarsem Singh. Click HERE to
view the :60-second "Upstream" spot. For images and credits please
click HERE.
As a company that is committed to improving the communities in
which it operates, Toyota is also taking the platform provided by
the Big Game to air a five-second message that encourages people to
practice social responsibility by following CDC guidelines such as:
wearing masks, practicing social distancing, and, getting the
COVID-19 vaccine, when available. This follows a Community Service
Announcement (CSA) that the company produced last year to bring
awareness and credible information to the African American and
Hispanic communities around the country, which are among the
hardest hit by the virus.
To learn more about Team Toyota Athlete and Paralympian Jessica
Long, please click HERE.
About Toyota
Toyota (NYSE:TM) has been a part of the
cultural fabric in the U.S. for more than 60 years, and is
committed to advancing sustainable, next-generation mobility
through our Toyota and Lexus brands, plus our nearly 1,500
dealerships.
Toyota has created a tremendous value chain and directly employs
more than 36,000 in the U.S. The company has contributed
world-class design, engineering, and assembly of more than 30
million cars and trucks at our 9 manufacturing plants, 10 including
our joint venture in Alabama that
begins production in 2021.
To help inspire the next generation for a career in STEM-based
fields, including mobility, Toyota launched its virtual education
hub at www.TourToyota.com with an immersive experience and
chance to visit many of our U.S. manufacturing facilities. The hub
also includes a series of free STEM-based lessons and curriculum
through Toyota USA Foundation
partners, virtual field trips and more. 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
Jana Hartline
Saatchi for Toyota
310-738-4612
jana.hartline@saatchi.com
For customer inquiries, please call: 800-331-4331
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SOURCE Toyota