Toyota will use Twitter by asking people to tweet photos of their dads using the hashtag #OneBoldChoice. The automaker previewed the campaign Thursday on its Toyota USA Twitter account with a series of posts featuring pictures of Warner, Arrington and Buffalo Bills running back Fred Jackson spending time with their children.
Toyota Super Bowl ads honor dads; Mercedes taps Jerry Rice
“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 for Toyota Motor Sales U.S.A., 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.”
The automaker also is sponsoring “The Toyota Halftime Report” on NBC.
Mercedes-Benz released a Super Bowl teaser on YouTube Thursday that will air before the NFL’s conference championships on Sunday, Advertising Age reported.
NFL Hall of Famer Jerry Rice hosts a fictional debate show in which he goes head-to-head with an 8-year-old pet rabbit owner.
Who will win “The Big Race” between the tortoise and the hare?
The debate never actually happens after the boy inadvertently lobs an insult at Rice.
The spot, another case of auto marketers using social media to generate hype for Super Bowl ads weeks before they run, asks viewers to tweet why they’re #TeamTortoise or #TeamHare for a chance to win a Big Race viewing party.
The spot gives no indication of what Mercedes vehicle will be advertised during the Super Bowl.
"There is a hero at the end of the race," Drew Slaven, vice president of marketing for Mercedes-Benz, told Ad Age.
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