Toyota is sponsoring a National Football League halftime segment about high school football rivalries produced by a crew touring the country in a 2007 Toyota Tundra.
The second season of Toyota’s “Line of Scrimmage” for NBC Sunday Night Football’s halftime show features two co-hosts recruited from an open online casting call. Markuss Rossi, a former high school athlete from Wellsville, Kansas, and Joey Thorsen, a University of Memphis student, will cover eight high school match-ups around the country.
Toyota solicited audition videos for the co-hosts and nominations for the schools on YouTube and MySpace. The first four match-ups are set. Students can still nominate their schools for the final four segments at Toyota.com/LineOfScrimmage, where footage of football teams from the schools selected is archived.
The initial halftime segment, featuring Steubenville High vs. Indian Creek High in Steubenville, OH, aired during Sunday night’s Dallas Cowboys-New York Giants game. Texas High and Arkansas High in Texarkana, TX, will be featured in next Sunday night’s segment.
The weekly segments continue through Dec. 23. Half-page Toyota ads about the match-ups are running in Sports Illustrated next to its high school football section.
“Toyota is celebrating the compelling, often-overlooked football traditions and histories that happen at the high school level,” said Kim McCullough, spokesperson for Toyota.
Saatchi & Saatchi LA developed the creative for the campaign.
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