Toyota's Latest Sales Push Might Get You Teary-Eyed

New 'Toyotathon' Ad Brings Some Touchy-Feely to a Promotion

By Alexandra Jardine. Published on Dec 14, 2016

Editor's Pick

Toyota is taking a more emotive approach to promoting its "Toyotathon" December sales event this year, in this heartwarming holiday ad in which a family use their fleet of Toyotas to welcome one of their members home for Christmas.

Created by Saatchi & Saatchi L.A., and directed by Pete Riski at Rattling Stick (who's known for other tear-jerkers for unusual categories such as this one), the spot sees the cars converging in the countryside and creating a fairy light display that can be seen from the sky. As a young female soldier flies in on a plane, she sees the message "Welcome home Julia."

It's one of a series of spots that air through Jan. 3 tapping into various emotions felt during the holiday season. In the past, Toyota has taken a more light-hearted approach to pushing its sales event with spots conveying the urgency with which people need to get down there.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Dec 14, 2016
Saatchi & Saatchi LA
Group Vice President, Vehicle Marketing:
Jack Hollis
Vice President, Vehicle Marketing and Communications:
Cooper Ericksen
General Manager:
Jim Mooney
Agency National Manager:
Cynthia Brown
Agency Marketing Manager:
Nicholas Miller
Group Vice President, Vehicle Marketing:
Jack Hollis
Chief Creative Officer:
Jason Schragger
Executive Creative Director/Production:
Fabio Costa
Creative Director:
Leo Circo
Associate Creative Director, Art Director:
Robyn Stern
Associate Creative Director:
Dan Sorgen
Senior Copywriter:
Craig Lederman
Executive Director, Integrated Production:
Lalita Koehler
Director, Content:
Sara Seibert
Executive Content Producer:
Gil DeCuir
Content Producer:
Marina Korzon
Business Affairs Director:
Keli Christy
Business Affairs Manager:
Margherite Vetrano/Katie Banghart
Senior Project Manager:
Jon Cindric
Group Account Director:
Ginger Christensen
Management Supervisor:
Lauren Messina
Assistant Account Executive:
Nate Rosen
Alicia Simpson
Group Strategic Planning Director:
Evan Ferrari
Senior Connection and Insights Strategist:
Brittany Berman
Production Company:
Rattling Stick
Pete Riski
Director, Photography:
Kris Kachikis
Editing Company:
Arcade Edit
Kim Bica
Visual Effects Studio:
Arsenal Creative
Music Supervisor:
Kristen Hosack
Barking Owl
Lime Studios

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.