Toyotathon is back for its 38th year with a 100-second holiday commercial, a first in the broadcast industry, that showcases a family’s multigenerational story. “R+S” premiered Tuesday night, November 28, on NBC during “The Voice” in an isolated pod, with no other advertising or promotional spots surrounding it. This 100-second spot comes at a time when most networks are reducing commercial time.  

“R+S” unfolds like a film as it tells a family’s multigenerational story using a much loved family tree as the centerpiece. The narrative starts with the grandparents as a young couple and the tree bares their initials, “R+S.” The story continues decades later after the tree has fallen from natural causes. During the holiday season the  grandparents visit their daughter’s home to find a framed picture of themselves as a young couple in front of their special tree. As the rest of the family hides in anticipation, they see the inscription of their initials “R+S” on the table and quickly realize its their beloved tree. 

The spot features a real family of actors including grandparents, their daughter and her husband and children. Director/DP Lance Acord of Park Pictures filmed the ad in central California and cast a family from the same area. “The story comes to life because it represents real families. The central point of the narrative, the tree, is also a metaphor for life and the underlying theme of a matriarch passing on the torch from one generation to the next,” said Acord.  

“R+S” premiered on NBC with the special 100-second airing before moving to theaters nationwide for in-cinema play in National CineMedia’s pre-show on over 20,600 movie screens from December 1-28. A mix of :30 and :60 versions of “R+S” will air on television December 10-24. The Toyotathon December Sales Event offers incentives through January 2.

Credits

Client Toyota Agency Saatchi & Saatchi LA Jason Schragger, chief creative officer; John Payne, executive creative director; Leo Circo, creative director; Chip McDonald, associate creative director/copywriter; Brian Morgan, associate creative director/art director; Craig Lederman, sr. copywriter; Richard Beahm, copywriter; Lalita Koehler, executive director of integrated production; Sara Seibert, director of content production; Pamela Parsons, executive producer; Antonietta Croft, content producer; Kristen Hosack, music supervisor; Mark Turner, chief strategy officer. Production Park Pictures Lance Acord, director/DP; Jackie Kelman Bisbee, Scott Howard, exec producers; Anne Bobroff, head of production; Caroline Kousidonis, line producer. Editorial Exile Editorial Shane Reid, editor; Cutler Gray, assistant editor; CL Weaver, exec producer; Remy Foxx, producer. Telecine MPC Ricky Gausis, colorist Finishing Arsenal Creative Matt Motal, finishing artist; Pravina Sippy, finishing producer. Music Novo Armor’s “Carry You” Sound Lime Studios Loren Silber, sound designer/mixer.

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