Toyota Camry Teams Up with Pro Athletes to Celebrate All-Star Dads

TORRANCE, Calif., January 19, 2015 /3BL Media/ – The bold, new 2015 Toyota Camry has earned a much-deserved place in the most talked about sporting event of the year. Today, America’s best-selling car for thirteen consecutive years kicks off the next phase of its “One Bold Choice Leads to Another” marketing campaign for Super Bowl XLIX. 
 
“We are excited to celebrate one of America’s biggest cultural holidays, Super Bowl Sunday, while honoring the relationship between dads and their children,” said Jack Hollis, group vice president of marketing, Toyota Motor Sales, U.S.A., Inc. “Much as we did for the Camry launch last fall, we will take a bold and unconventional approach, one that matches the content of the vehicle and invites our guests to engage with the new Toyota.”
 
The campaign includes several pieces of exclusive content that will be released online leading up to the game. The creative focuses on dads—both prominent and unknown, but equally extraordinary—who have contributed to their families’ lives in bold ways.
 
One of the online video pieces highlights professional football players and their children, including iconic quarterback and former Super Bowl Most Valuable Player Kurt Warner and former linebacker LaVar Arrington, as well as current professional football stars, running back Fred Jackson and defensive end DeMarcus Ware. To view the video content, visit Toyota USA’s YouTube channel or click the following link: http://www.youtube.com/v/PZ-Yiuc9sOQ.

“This ‘One Bold Choice’ campaign is all about the bold choices we as parents—fathers—have to make every day for our 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,” said Kurt Warner. “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.”
 
Beginning today, Toyota is also inviting Twitter users to engage in the unique game day conversation by helping to create a cultural moment in real time. To participate, consumers are encouraged to tweet photos of their dads using the hashtag #OneBoldChoice.
 
Additionally, two 60-second television commercials will air on NBC on Sunday, February 1. The pregame spot, “How Great I Am,” will feature Team Toyota athlete, Paralympic medalist andDancing with the Stars finalist Amy Purdy. The voice of the legendary Muhammad Ali will also be heard in the spot. Toyota will then continue the conversation about bold dads in the second quarter of the game.

Beyond the Camry work, Toyota will sponsor the Toyota Halftime Report during the NBC broadcast. The automaker will also run a custom video vignette called the “Toyota Gridiron Challenge,” featuring Toyota NASCAR drivers and retired football players. Viewers will have to tune in for more surprises on game day.
 
Background on the 2015 Camry
The 2015 Toyota Camry ensures that the driver gets noticed for all the right reasons, and there’s an emotional thrill in surprising others with an unexpected side. It was designed by CALTY and engineered at Toyota Technical Center, both in Ann Arbor, Michigan. All Camrys sold in North America are built at Toyota’s plants in Georgetown, Kentucky and Lafayette, Indiana. For more information on the bold 2015 Camry, visit www.toyota.com/camry.

  ABOUT TOYOTA
Toyota (NYSE:TM), the world's top automaker and creator of the Prius, is committed to building vehicles for the way people live through our Toyota, Lexus and Scion brands. Over the past 50 years, we’ve built more than 25 million cars and trucks in North America, where we operate 14 manufacturing plants and directly employ more than 40,000 people. Our 1,800 North American dealerships sold more than 2.5 million cars and trucks in 2013 – and about 80 percent of all Toyota vehicles sold over the past 20 years are still on the road today.
 
Toyota partners with philanthropic organizations across the country, with a focus on education, safety and the environment. As part of this commitment, we share the company’s extensive know-how garnered from building great cars and trucks to help community organizations and other nonprofits expand their ability to do good. For more information about Toyota, visit www.toyotanewsroom.com. 
 

Media Contacts

Jaymie Robinson
Toyota Motor Sales, U.S.A., Inc.
310-468-1421
Jaymie_Robinson@toyota.com
 
Nick Ammazzalorso
Saatchi LA for Toyota
310-214-6200
nick.ammazzalorso@saatchila.com