For this year’s Big Game commercial, Toyota is straying off the beaten path, delivering a minute-long ad that features exactly zero cars. Now is the time for uplifting stories, the carmaker says.
Toyota has unveiled the official ad it will be running during the Super Bowl LV, which takes place on February 7, 2021. You will find it at the bottom of the page, but, word of advice, it brings out the onion-cutting ninjas.
In a surprise move for a carmaker, considering the fact that the Super Bowl has the highest price tag for a second of ultra-premium airtime, Toyota has decided to ditch the actual marketing for an inspiring, uplifting story. It’s that of 13-time Paralympic swimmer Jessica Long, who was born with fibular hemimelia and underwent double leg amputation as a child. By 12, though, she was a member of the Paralympic Team and represented Team USA in Athens, Greece.
“We believe there is hope and strength in all of us,” reads a message at the end of a touching video, which recreates some of the pivotal moments in Jessica’s life, including the one in which her future parents were told of her condition. She was adopted out of Siberia and was raised in Baltimore, Maryland.
“I love that the spot highlights not just the gold medals and accomplishments, but the challenging journey to get there,” Long says in a statement. “Perseverance, grit and overcoming the odds contributed to my success and my hope is that people feel inspired and uplifted by this emotional spot.”
While the ad itself doesn’t feature a Toyota car, the Toyota page linked to Jessica’s bio makes a mention of her personal vehicle. It’s a 4Runner SUV, which is probably part of the deal she has with Toyota. The carmaker is a sponsor of Team USA.
In a surprise move for a carmaker, considering the fact that the Super Bowl has the highest price tag for a second of ultra-premium airtime, Toyota has decided to ditch the actual marketing for an inspiring, uplifting story. It’s that of 13-time Paralympic swimmer Jessica Long, who was born with fibular hemimelia and underwent double leg amputation as a child. By 12, though, she was a member of the Paralympic Team and represented Team USA in Athens, Greece.
“We believe there is hope and strength in all of us,” reads a message at the end of a touching video, which recreates some of the pivotal moments in Jessica’s life, including the one in which her future parents were told of her condition. She was adopted out of Siberia and was raised in Baltimore, Maryland.
“I love that the spot highlights not just the gold medals and accomplishments, but the challenging journey to get there,” Long says in a statement. “Perseverance, grit and overcoming the odds contributed to my success and my hope is that people feel inspired and uplifted by this emotional spot.”
While the ad itself doesn’t feature a Toyota car, the Toyota page linked to Jessica’s bio makes a mention of her personal vehicle. It’s a 4Runner SUV, which is probably part of the deal she has with Toyota. The carmaker is a sponsor of Team USA.