TOYOTATHON "SECURITY GUARD"
For Toyotathon, the annual December Toyota sales event that happens every December, we were challenged to communicate a new concept: "Let's go home." But we asked ourselves, what about those who must work on Christmas night?
This spot changed Toyota's retail advertising by using emotional storytelling for the first time at a sales event without portraying any offer. The spot ran in both the General and Hispanic markets on an NBC Christmas Special (“The Wiz Live") and reached almost 12 million views.