Grab the Kleenex before watching this Saatchi & Saatchi LA spot
Brands, including McDonald's, have used corn mazes to get their messages across, and now Toyota puts a holiday twist on the pastoral method by spelling "Welcome Home Julia" in Christmas lights. The 60-second film is one of three spots from Saatchi & Saatchi LA advertising its December Toyotathon sales event. The campaign includes broadcast, digital, OOH, social and in-cinema components. Unlike other spots in the series, this one tugs at heartstrings more than pocketbooks. Initially, it's unclear why a family unloads spools of lights from the backs of their Toyota pickups, but when a plane flies overhead, it tearfully becomes apparent.