Toyota kicks off Super Bowl ad campaign with NFL dads

Article by Andrew Christian, on January 20, 2015

Toyota is coming back to advertise on the Super Bowl XLIX, and it has lined up several videos that centers on the redesigned Camry sedan. The first of these videos features fathers of the National Football League like Kurt Warner and LaVar Arrington. The videos, centered on its “One Bold Choice Leads to Another” marketing theme for the Camry sedan, will highlight dads -- both famous and unknown -- “who have contributed to their families’ lives in bold ways.”

Warner is the MVP of the Super Bowl XXXIV. Toyota will run a 60-second spot during the pregame, featuring Paralympic athlete Amy Purdy and the voice of boxing legend Muhammad Ali.

The ad campaign culminates with a 60-second spot about “bold dads,” that will be aired in the second quarter of the Super Bowl. Likewise, the carmaker will employ Twitter and ask people to tweet images of their fathers using the hashtag #OneBoldChoice.

To jumpstart its campaign, the carmaker, on its Toyota USA Twitter account, made with a series of posts that features pictures of Warner, Arrington and Buffalo Bills running back Fred Jackson having some good time with their kids.

Jack Hollis, group vice president of marketing for Toyota Motor Sales USA, said in a statement that the carmaker is excited to celebrate the Super Bowl Sunday while honoring the relationship between fathers and their kids.

Toyota also is a sponsor of “The Toyota Halftime Report” on NBC. The redesigned 2015 Camry carries a starting price of $23,795, including shipping.

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