Toyota talks fatherhood with #OneBoldChoice campaign

22 January 2015

Advertiser: Toyota

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Toyota pushes fatherhood message for Super Bowl campaign.

Father's Day is roughly five months away, but marketers are targeting the Super Bowl to push fatherhood-related messaging.

The latest is from Toyota which has teamed up with M&C Saatchi and current and ex pro-NFL players to front a campaign focused on being a good father.

Players such as Kurt Warner, LeVar Arrington, and DeMarcus Ware star in one of the video pieces for the campaign, talking about how their fathers inspired them to be the people they are and what lessons they apply to their own stints as fathers.

The whole campaign centres around the theme of #OneBoldChoice, and highlights the bold choices fathers have to make every day for their families.

“These choices range from teaching our kids, to showing them what a loving relationship looks like, to displaying sacrifice, work ethic, excellence and love in all areas of our lives,” Warner said.

“Just as I try to encourage and inspire my kids to become greater tomorrow than they were today, my hope is that with the work of Toyota and this campaign, many others will be inspired to do the same in their lives.”

Interestingly, Toyota is not the only brand leveraging the Super Bowl to focus on fatherhood.

Skincare brand Dove has released an emotive campaign, telling its audience that a real man shows strength by caring.

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