Watch the entirety of the moving campaign here
Digressing from the typical “sight-gag” approach, Super Bowl ads are taking an emotional and heartfelt turn in 2015, and Toyota is -- without question -- at the forefront of the pack. Toyota intends to get the tears flowing with their Super Bowl ads this year, highlighting and celebrating the underappreciated role of fatherhood with their #OneBoldChoice campaign. The first ad in the campaign series features former and current football stars including LaVar Arrington, Kurt Warner and Fred Jackson.
Daring to express their emotional sides, these football stars authentically reveal what they learned from their fathers, and how they have applied these values to their own parenting methods. The candid and heartfelt narratives about their fathers are poignant enough—just wait until their own children warmly chime in. Speaking of her father, LaVar Arrington – former linebacker for the NY Giants, a daughter shares why she feels loved: “A lot of hugging and kissing, I love you stuff”.
Group VP of Marketing at Toyota, Jack Hollis, perfectly explains the unconventional approach to their 2015 Super Bowl campaign: “We are excited to celebrate one of America’s biggest cultural holidays while honoring the relationship between dads and their children”. The campaign concludes by inviting the public to contribute to the conversation of modern fatherhood, welcoming viewers to tweet photos of their dads using #OneBoldChoice.
We encourage you all to join the movement by engaging with the #OneBoldChoice campaign on Twitter!