Automakers always try to make a splash at the Super Bowl and this year is no different as the ads are coming in one after another.
The latest is from Toyota and it’s a 60 second spot that “shares an uplifting message of hope and strength” in these difficult times.
Called “Upstream,” the commercial stars 13 time Paralympic gold medalist Jessica Long. It tells her story of being adopted by an American couple from a Russian orphanage, despite her having fibular hemimelia which required her lower legs to be amputated.
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This didn’t stop Long from have an extraordinary life as her strength and determination pushed her to become the second most decorated Paralympian in U.S. history. This message is reinforced in the tagline which reads “We believe there is hope and strength in all of us.”
In a statement, Long said “I love that the spot highlights not just the gold medals and accomplishments, but the challenging journey to get there. Perseverance, grit and overcoming the odds contributed to my success and my hope is that people feel inspired and uplifted by this emotional spot.”
Besides the 60 second commercial starring Long, Toyota will air a short five second “billboard.” It encourages people to follow CDC guidelines during the continuing coronavirus pandemic.
It asks viewers to mask up, continue social distancing and get vaccinated when it’s your turn. While it’s shorter and more direct than Ford’s COVID-19 related commercial, it builds on Toyota’s earlier community service announcement which encouraged African Americans and Hispanics to stay at home, practice social distancing, wash their hands and wear masks.
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