PLANO, Texas, Dec. 2, 2021 /PRNewswire/ -- As the holiday
spirit sets in, Toyota is celebrating the season of coming together
with a special holiday message. "Bookstore," the first of two
Toyota holiday ads, debuted last night during NBC's primetime
special, "Christmas in Rockefeller Center," with a personalized
throw from a show host.
![Toyota is celebrating the season of coming together in “Bookstore,” one of two national Toyota holiday ads. Toyota is celebrating the season of coming together in “Bookstore,” one of two national Toyota holiday ads.](https://mma.prnewswire.com/media/1700958/Toyota_Toyotathon_Campaign_Bookstore.jpg)
"Bookstore" is a 60-second spot that shares the heartwarming
story of a young girl who gets inspired to collect gently used
books from her community to restock her favorite local bookstore
after it's devastated by a fire. In the final scene, the girl
presents the shop owner with her favorite book, purchased from his
bookstore when she was younger, as community members come together
to repair his storefront in a gesture of kindness. The shop owner
is overwhelmed by the support from the community, especially after
seeing that his inventory can be replenished thanks to the generous
book donations delivered to him with help from a Toyota Tundra and
Toyota Highlander. "Bookstore" was created by Saatchi & Saatchi
and directed by Ted Melfi.
Toyota continues the holiday spirit with a message of joy later
this month with a CGI-developed spot titled "Nora's Joy," produced
in both English and Spanish. Developed by Conill Advertising,
"Nora's Joy" is the story of a young woman who finds the ability to
share her joy in a very magical way. Once she unleashes her
emotions, we see her driving her Toyota Tacoma around town,
spreading the joy with those around her in a flurry of bright
lights lighting up the night sky. The spot includes a unique
musical composition called "Starlight" by Robert DiPietro and produced by Pickle Music.
The spot was directed by directing duo Kyra and Constantin, with
executive producer Juliette Stern,
of Passion Pictures.
"This year, more than ever, the holidays remind us of the
importance of being with loved ones and helping give back to the
community," said Lisa Materazzo,
group vice president, Toyota Marketing, Toyota Motor North America.
"We're looking forward to sharing an uplifting message of coming
together to celebrate the true meaning of the season."
Tying in with "Bookstore," Toyota is spotlighting its
longstanding partner, National Center for Families
Learning (NCFL), a national nonprofit that works to eradicate
poverty through education solutions for families. Toyota is
partnering with NCFL to provide more than 85,000 books for families
nationwide through its 420 literacy centers across the country.
Tying in with "Nora's Joy," Toyota is inviting consumers to
#sharethejoy by sending a digital "joy jar" to their loved ones via
the @ToyotaLatino Instagram channel from December 12 through January 3, 2022. For every
share, Toyota will make a donation to the Hispanic Scholarship Fund
up to a total of $50,000, in support
of student scholars nationwide.
Where to Watch
In addition to NBC's "Christmas in Rockefeller Center" special,
the :60 version of "Bookstore" will continue with a number of
high-profile airings – including NBC's "TODAY" and Thursday Night
Football on FOX on Thursday, December
2, and "Sunday Night Football" on NBC on Sunday, December 5.
After the premiere week, "Bookstore" will begin airing :30
and :60 versions on December 10,
across broadcast and cable networks. The integrated campaign will
appear nationally on broadcast, digital and paid social. The spot
will air during prime time, early morning, sports programming and
on cable networks. The spot will air the 30-second version during
NBA games, as well as FOX Thursday and NBC Sunday Night Football
halftimes throughout December.
The :60 version of "Nora's Joy" will launch on December 11 on Univision's broadcast of their
annual TeletonUSA 17-hour charity broadcast. That version, along
with a :30 version, will be airing on Hispanic broadcast, targeted
cable networks and digital channels, including Spanish and
bilingual programming across various networks including Univision,
Telemundo, ESPN Deportes and Discovery en Español along with
digital platforms including NBCUniversal's Peacock, YouTube,
Pandora and Peopleenespanol.com. Later this month, "Nora's Joy"
will come to life through an exclusive interview with one of the
hosts of Telemundo's afternoon show, "En Casa con Telemundo."
The Toyotathon December Sales Event offers incentives through
January 3, 2022. View the "Bookstore"
spot here and the 30-second version of the "Nora's Joy"
spot here (in Spanish). Images and credits are available
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:
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
Delia Lopez
Conill for Toyota
424-290-4456
delia.lopez@conill.com
For customer inquiries, please call: 800-331-4331
View original content to download
multimedia:https://www.prnewswire.com/news-releases/toyota-kicks-off-the-holiday-season-with-a-message-of-togetherness-301436009.html
SOURCE Toyota