Sports Fans Unite in Toyota's Super Bowl Commercial 'One Team'

Toyota Releases Third of Three Spots Ahead of the Big Game

PLANO, Texas (Feb. 3, 2018) – Toyota is returning to the 2018 Super Bowl like never before using sports to unite and inspire during three ads in the most-watched television event of the year. The final spot to be released is from the domestic U.S., longtime campaign “Let’s Go Places,” empowering viewers to see what they’re capable of when fans unite through sports. For the first time in the company’s history, Toyota will have three primetime commercials which will be airing in the first quarter, halftime and second half.

Prior to the halftime show and following the Toyota Halftime Report and a throw from NBC Sports anchor Dan Patrick, Toyota’s 60-second ad, “One Team,” features an amusing, light-hearted narrative illustrating how people from diverse backgrounds unite to celebrate the spirit of what brings them together, their shared passion of sports.

“This is an unprecedented opportunity for our team at Toyota to share messages of unity, friendship, diversity and perseverance,” says Ed Laukes, group vice president, Toyota Marketing, Toyota Motor North America. “With the Super Bowl and the Olympics just days apart on NBC, we’re excited to join fans’ enthusiasm for these two world-class events and connect with them by sharing meaningful and inspiring TV spots.”

View the 60-second “One Team.” Previously released were Toyota’s 60-second “Good Odds” which celebrates the automaker’s evolution to a mobility company and its eight-year global sponsorship of The Olympic Games and Paralympic Games; and the 30-second spot “Mobility Anthem” highlighting Toyota’s belief that when you are free to move, anything is possible. To view, visit YouTube.com/Toyota.

The “Lets Go Places” TV spot “One Team” was created by Saatchi & Saatchi and directed by veteran filmmaker Ivan Zacharias. The “Start Your Impossible” TV commercials were developed by Toyota’s agencies of record, Saatchi & Saatchi and Dentsu, with “Good Odds” directed by esteemed director Aoife McArdle and “Mobility Anthem” directed by acclaimed director John Hillcoat.

For images or credits for the three commercials, please click HERE.

2018 Winter Games

For The First Time, Toyota Will Run Three Super Bowl Ads; Spots Utilize The Olympic and Paralympic Games Themes of Unity, Courage and Inspiration

February 02, 2018

About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. and North America for 60 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands. During that time, Toyota has created a tremendous value chain as our teams have contributed to world-class design, engineering, and assembly of more than 33 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 46,000 people (more than 36,000 in the U.S.). Our 1,800 North American dealerships (nearly 1,500 in the U.S.) sold almost 2.7 million cars and trucks (2.45 million in the U.S.) in 2016 – and about 85 percent of all Toyota vehicles sold over the past 15 years are still on the road today.

Toyota partners with community, civic, academic, and governmental organizations to address our society’s most pressing mobility challenges. We share company resources and extensive know-how to support non-profits to help expand their ability to assist more people move more places. For more information about Toyota, visit www.toyotanewsroom.com.

Zachary Reed
Toyota Motor North America
214-316-1128
[email protected]

Kimberly Harms
Saatchi for Toyota
702-234-9517
[email protected]