Toyota’s new Super Bowl ad shares messages of hope, strength and social responsibility

Toyota Motor North America (TMNA) returns to advertise in the Big Game with a 60-second ad via Saatchi & Saatchi / Dentsu, 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.

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.

Says Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America: “’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. We are grateful to Jessica and her family for their willingness to allow us to share such a personal part of their story.”

VIEW THE SPOT

“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.

Says Long: “I love that the spot highlights not just the gold medals and accomplishments but the challenging journey to get there. 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.

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.

Client: Toyota Motor North America, USA Inc. & Toyota Motor Corporation
General Manager, Marketing Support Division: Noriaki Yamashita
General Manager, Project Management: Masao Takata
Group Manager, Olympics & Paralympics Group: Hiroyuki Takebuchi
Project Managers, Olympics & Paralympics Group: Misa Obata and Ayuko Tadatsu
Group Vice President and General Manager, Toyota Division: Jack Hollis
Group Vice President, Toyota Marketing: Ed Laukes, Lisa Materazzo
General Manager Sales & Marketing, Marketing Operations and Communications: Andre Schmidt
Group Manager, Olympic & Paralympic Marketing: Dedra DeLilli
Olympic/Paralympic Marketing Senior Manager, Global Communications: Russ Koble
Olympic/Paralympic Marketing Manager, Global Communications: Lara Marcello, Kathi Jenkins
Olympic/Paralympic Marketing: Danielle DelVecchio

Agencies: Saatchi & Saatchi LA and Dentsu
Chief Creative Officers: Jason Schragger and Keiichi Higuchi
Executive Creative Director: Fabio Costa
Group Creative Director: Marc d’Avignon
ACD Art Directors: Yusong Zhang, Alice Blastorah
ACD Copywriter: Britt Wilen
Chief Operations Officer: Lalita Koehler
Executive Producer: Rodrigo Vargas
Senior Producer: Stephanie Dziczek
Senior Music Supervisor: Kristen Hosack
Senior Project Managers: Berna Dikicioglu, Ryan Ritchie
Managing Director: Al Reid
Group Account Director: Amy Turnbull
Account Directors: Kimberly Bingham, Marco Koenig and Keitaro Nagao
Account Supervisor: Dylan Roley
Chief Strategy Officer: Mark Turner
Group Planning Directors: Evan Ferrari, Keita Kimura
Strategic Planning Director: Hailey Marsh
Senior Strategic Planner: Amanda Ephrom
Executive Communications Director: John Lisko
Group Media Director: Amy Petersen
Media Director: Jessica Noh
Director of Public Relations: Kimberly Harms
PR Manager: Ava Batansky
Group Director, Earned Media & Public Relations: Jana Hartline
Broadcast Traffic: Nadzyah Guillermo, Reggie Holling
Director, Business Affairs: Linda Daubson
Associate Director, Business Affairs: Maryam Ohebsion

PRODUCTION COMPANY: Radical Media
EXECUTIVE PRODUCER: Jim Bouvet
LINE PRODUCER: Jeremy Barrett
DIRECTOR: Tarsem
DIRECTOR OF PHOTOGRAPHY: Paul Meyers
EDITING COMPANY: Final Cut
EXECUTIVE PRODUCER: Suzy Ramirez
HOP/PRODUCER: Ana Orrach
EDITOR: Joe Guest
ASSISTANT EDITOR: Evan Bluestein
TELECINE: Company 3
COLOuR ARTIST: Jill Bogdanowicz

VFX: Framestore
CREATIVE DIRECTOR: Alex Thomas
VFX PRODUCER: Katharine Buckley
PRESIDENT, ADVERTISING NORTH AMERICA: James Razzall
COORDINATORS: Emily Rawl, James Gemmell
FLAME ARTISTS: Marguerite Cargill, Carlos A. Gomez and Theo Maniatis
2D LEAD: JD Yepes
2D ARTISTS: Alexander Osvaldsson, Paul Krist, Michael Miller, Eva Flodstrom, Belinda Chen and Piotr Bednarczyk
CG ARTISTS: Andrew Thompson, Cosku Ozdemir, Kevin Gillen, Kira Yu, Marco Marenghi, Richard Shallcross, Sean Dollins, Soren Barton, Taylor Hodgson-Scott, Todd Herman and Walter Fulbright

MUSIC ARRANGEMENT & COMPOSITION: The Elements Music
COMPOSER: Norman Kim
EXECUTIVE MUSIC PRODUCER: Kristina Iwankiw
MIX & SOUND DESIGN: Lime Studios / Lime Sound Design
MIX ENGINEER: Matt Miller
ASSISTANT MIX ENGINEER: Ian Connie
SOUND DESIGN: Michael Anastasi
ASSISTANT SOUND DESIGNER: Kai Paquin
EXECUTIVE PRODUCER: Susie Boyajan
SENIOR PRODUCER: Kayla Phungglan