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Toyota Brings People Together in Emotional Holiday Campaign

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A 90-second spot from Saatchi & Saatchi entitled 'Yellow Paper' debuted NBC's Sunday Night Football 'Thanksgiving Special'
Toyota Brings People Together in Emotional Holiday Campaign

With the holiday season in full swing, Toyota has highlighted the importance of family and friends coming together. This year’s holiday spot, “Yellow Paper”, features military service members returning home for the holidays to a touching homecoming surprise. 

The :90-second spot premiered during NBC’s Sunday Night Football “Thanksgiving Special”, with a live throw coming out of Toyota halftime. To continue spreading the message of togetherness and holiday spirit, the spot will also air on NBC’s primetime special, “Christmas in Rockefeller Center”, on December 4 with a personalised setup from a show host. 

You can check out the full ad below:

“We’re looking forward to sharing a message that brings people together and speaks to the joy and spirit of the season,” says Ed Laukes, group vice president, Toyota Marketing, Toyota Motor North America. “Homecoming surprises are a great example of this message and one that we are honoured to share in this year’s holiday spot.”

“Yellow Paper” shares a familiar story of service members returning home for the holidays after a military deployment. The group is welcomed at the airport with a special heartfelt greeting – the recognisable yellow ribbon – displayed in the terminal by excited family and travellers, bringing everyone together. The greeting evokes pure emotion from the uniformed service members, many of whom are actual veterans, reminding viewers what’s most important this holiday season. The spot was created by Saatchi & Saatchi and directed by Sean Meehan of Arts & Sciences.

A mix of :30 and :60 versions will air on television November 28-January 2. The spot will also air :30-second and :60-second versions on FOX Thursday and NBC Sunday Night Football halftimes throughout December. Viewers can also see the spot in theatres nationwide with a :60-second version for in-cinema play in National CineMedia (NCM) pre-show and Screenvision in more than 3,600 theatres from December 13-26. The Toyotathon December Sales Event offers incentives through January 2, 2020.

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CREDITS
CREATIVE CREDITS

Creative Agency: Saatchi & Saatchi

Chief Creative Officer: Jason Schragger

Group Creative Director: Leo Circo

Creative Director: Sandra Luciano

Associate Creative Director: Brian Jones

Associate Creative Director: Sherry Dargert

Copywriter: Tess Maguire

Art Director: Logan Sheets

Executive Director, Integrated Production: Lalita Koehler

Director of Content Production: Sara Seibert

Senior Broadcast Producer: Jennifer Vogtmann

Integrated Producer: Alex Granieri

Senior Music Supervisor: Kristen Hosack

Director of Product Information: Matt Hardesty

Product Specialist: Travis Ray

Project Managers: Jon Cindric, Magda Zapien

Managing Director: Al Reid

Group Account Director: Ginger Christensen

Account Director: Nicole Timerson & Amy Puig

Management Supervisor: Lauren Messina

Account Supervisor: Charles Paterson

Chief Strategy Officer: Mark Turner

Managing Director, Connection & Insight Strategy: Don Longfellow

Senior Director, Strategy: Tyler Beck

Senior Strategist, Connections & Insight: Laura Gorder

Executive Communications Director: John Lisko

Broadcast Media Director: Janet Waters

CLIENT CREDITS

Client Name: Toyota Motor North America

Media: Jayson McKeon, Leah Rotti

Group Director, PR, Earned & Social Media: Jana Hartline

Director of Public Relations: Kimberly Harms

Broadcast Traffic: Nadzyah Guillermo, Reginald Holling

Director, Business Affairs: Linda Daubson

Business Affairs Manager: Katie Banghart, Erin D'Angelo, Kathi Bolliger, Lisa Lipman, Priscilla Rocha & Zandra de La Rosa

Group Vice President: Ed Laukes

Vice President, Vehicle Marketing & Communication: Cynthia Tenhouse

Line/Education/TDA: Scott Wracher

National Manager, TDA/TRAC/TCUV: Cynthia Brown

Manager, TDA/TRAC/TCUV: Tye Cannon

Marketing Analyst, TDA/TCUV/TRAC: Clint Middleton

Cross Tier Media Planner: Misty O'Neal

National Media Manager: Nancy Inouye

Marketing Media Manager: Pamela Park

PRODUCTION

PRODUCTION COMPANY: Arts & Sciences

PARTNER / MANAGING DIRECTOR: Mal Ward

PARTNER / EXECUTIVE PRODUCER: Marc Marrie

HEAD OF PRODUCTION: Sam McGarry

LINE PRODUCER: Christa Skotland

DIRECTOR & DIRECTOR OF PHOTOGRAPHY: Sean Meehan

EDITING & POST

EDITING COMPANY: Arcade Edit

EXECUTIVE PRODUCER: Crissy DeSimone

SR. PRODUCER: Kirsten Thon-Webb

EDITOR/PARTNER: Kim Bica

ASSISTANT EDITOR: Paulo Miramontes

TELECINE: Framestore

Colour ARTIST: Beau Leon

FINISH / VFX: Framestore

MUSIC AND SOUND

MUSIC: "Welcome Home" by Joy Williams

MIX: Lime - Loren Silber

Categories: Automotive, Cars

Saatchi & Saatchi New York, Tue, 03 Dec 2019 12:20:46 GMT