By Barry Janoff
January 16, 2015: A group of current and former NFL stars, including Kurt Warner, DeMarcus Ware, LaVar Arrington and Fred Jackson; world-class snowboarder Amy Purdy and the legendary Muhammad Ali will all play significant roles in new marketing campaigns for Toyota Camry, anchored by commercials that will air during NBC's broadcast of Super Bowl XLIX on Feb. 1.
The four NFLers will be part of the next phase of Camry's “One Bold Choice Leads to Another,” in which they are featured with their kids. The theme focuses on dads "both prominent and unknown, but equally extraordinary," according to Toyota, and the "bold choices parents have to make every day for their families."
Warner and Arrington are retired, Ware (Dallas Cowboys) and Jackson (Buffalo Bills) are still active. Toyota on Friday (Jan. 16) unveied the launch spot online, "To Be a Dad."
Purdy gets a starring role in “How Great I Am,” that includes a voiceover from Ali. Already a Team Toyota athlete, she has been on a book-signing tour to support the December release of her autobiography, On My Own Two Feet – From Losing My Legs To Learning The Dance Of Life (HarperCollins).
Despite having her legs amputated below the knee when she was 19 as a result of bacterial infection, Purdy, now 37, has with the help of prosthetic legs gone on to become a Paralympic bronze medal winner, a finalist in ABC's Dancing with the Stars and a competitor in CBS's The Amazing Race; as well as a model, actress, writer and co-founder of Adaptive Action Sports, a non-profit organization that helps people with permanent disabilities become involved in action sports.
The “One Bold Choice Leads to Another" effort will be seen in a 60-second spot during the second quarter of the game. Purdy's 60-second spot will air during pre-game events, according to Toyota.
Camry joins sibling Lexus on the Super Bowl roster, which this year will see fewer auto companies than Fox' broadcast of Super Bowl XLVII.
Last year, $113 million was spent by 11 different car brands, accounting for more than a quarter of the total ad time in the game, according to marketing, research and analytic company Kantar Media, NY.
This year, among the auto brands without a media buy during Super Bowl XLIX are Acura, General Motors, Honda, Jaguar, Lincoln and Volkswagen.
Among those that will have air time: BMW (which is back in the Big Game for the first time in four year), Kia, Mercedes-Benz and Nissan, in addition to Camry and Lexus.
NBC has charged upward of $4.5 million for a 30-second spot, according to industry analysts.
Automotive has traditionally been one of the most active categories on Super Bowl Sunday. Over the past five games — Super Bowl XLIV through Super Bowl Super Bowl XLVIII — two of the top five ad spenders have been carmakers. The five, which spent a total of $456.6 million during that period, were led by Anheuser-Busch InBev, ($152.5 million), followed by Chrysler Group ($89.5 million), PepsiCo ($76.6 million), Hyundai ($69.8 million) and Volkswagen ($68.1 million), according to Kantar.
“We are excited to celebrate one of America’s biggest cultural holidays, Super Bowl Sunday, while honoring the relationship between dads and their children,” Jack Hollis, group vp-marketing, for Toyota Motor Sales, said in a statement. “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.”
"We are excited to celebrate one of America’s biggest cultural holidays, Super Bowl Sunday, while honoring the relationship between dads and their children."
Toyota said the campaign features several pieces of exclusive content that will be released online leading up to the game, including a Twitter element in which people are encouraged to tweet photos of their dads using the hashtag #OneBoldChoice.
Support also includes title sponsorship of the Toyota Halftime Report during the NBC broadcast and a series of online vignettes under a “Toyota Gridiron Challenge” umbrella featuring former NFL players and Toyota-sponsored Nascar drivers.
According to Warner, who played in three Super Bowls and was MVP of Super Bowl XXXIV where he was quarterback of the victorious St. Louis Rams, “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.”