Toyota celebrates fatherhood for its Super Bowl campaign

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Toyota 'To Be a Dad' by Saatchi & Saatchi LA.
Toyota 'To Be a Dad' by Saatchi & Saatchi LA.

NFL players reflect on their relationships with their fathers, while their kids do the same, in this sentimental spot

Toyota has made fatherhood the focus of its Super Bowl activity, calling on NFL players to discuss their paternal relationships, in a new video by Saatchi & Saatchi L.A.

NFL players DeMarcus Ware, LaVar Arrington, Fred Jackson and Kurt Warner muse on their relationships with their fathers, while their kids discuss what sort of dads they are.

The automotive brand has also put a call out on social media for followers to tweet images of their dads, using the campaign's hashtag #OneBoldChoice

The video, which rolled out today on YouTube, is a prelude to Toyota's Super Bowl ad, based on the same theme.

Campaign credits

Client: Toyota
Agency: Saatchi & Saatchi LA

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