Toyota Ties Events to Venza Spots in Big Game
Toyota is using one of the opening Super Bowl commercial breaks as a platform to kick off a campaign for its new Venza crossover SUV.
The 30-second “Faces” spot produced by Burrell Communications is slated to debut during the third commercial break of Super Bowl XLIII on Sunday. The ad emphasizes the style of the five-passenger vehicle, as well as its versatility.
The Super Bowl spot is the third one Toyota has produced around the introduction of the Venza.
“Venza’s a new name plate for us and we have a big job ahead of us to get the name out there,” Toyota spokesperson Cindy Knight said. “The Super Bowl gets us so many millions of eyes at once, and people are looking for the spots.”
The Big Game spot is the opening volley in an integrated “Are you a Venza?” campaign that several agencies will be executing for Toyota. Four experiential event series are planned in each of three or four markets in February and March around themes of pets, cuisine, travel and health and fitness, according to Knight, who said the tours may be extended, depending on results.
Product integrations are planned on cable TV for Bravo’s “Top Chef” and Discovery’s “Dog Whisperer” series.
A print campaign for the Venza in weekly and monthly magazines will start in February.
Saatchi & Saatchi Los Angeles, Conill and Intertrend are the other agencies handling the campaign, along with Burrell.
