Instead of car sales, Toyota focused on hope and an uplifting message to Super Bowl LV, when his commercial for the Big Game debuted in the second quarter. Instead of laughter, the place pulls the strings from the heart, immersing itself in the life of Paralympic athlete and Toyota team Jessica Long.
While we see Long tearing the waters, they run in parallel with the story of his life: A girl adopted from a Russian orphanage with a rare health problem that required the amputation of both legs. Despite the difficulties that this life-changing procedure creates, we see Long emerge triumphant along the way. “I love that the ad highlights not just gold medals and achievements, but the challenging journey to get there,” said Long of the ad.
Long is now the second most decorated Paralympic athlete in the history of the United States, with 23 medals in just those specific games. Outside the Paralympic Games, she is also one of the most awarded swimmers in general.
Toyota said the announcement aims to encourage respect for all people in order to inspire others to overcome challenges. In addition to the main announcement, the automaker will also display a 5-second digital “billboard” during the game to encourage CDC Guidelines in the middle of coronavirus pandemic and motivate individuals to understand how their specific actions affect the people around them. You can see the full ad with Long right above or watch it before the 2-minute notice in the second quarter of the Super Bowl.
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