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.
Agency: Saatchi & Saatchi LA