Toyota "will return to the Super Bowl for its third consecutive year" with a spot starring U.S. Paralympic snowboarder Amy Purdy, according to Jeanine Poggi of AD AGE. Toyota VP/Marketing Jack Hollis said that the spot will feature Purdy and "others who have made positive, bold choices." The ad "will be handled" by Saatchi & Saatchi, L.A. Toyota "declined to specify how many ads it would run or how long the commercial would be." But the company said that the buy "is similar to past years." Toyota last year "aired one 60-second Super Bowl spot." The automaker "will also sponsor the Toyota Half-Time Report" (ADAGE.com, 11/17). See the full sports sponsorship portfolio for Toyota at Resource Guide LIVE.
OFF-FIELD IMPACT: ADWEEK's Michael McCarthy reported, "Well over half of Americans and advertising professionals surveyed believe the disturbing issues raised by the Ray Rice and Adrian Peterson domestic violence/child abuse cases will help change the creative tone of commercials we'll see during NBC's telecast of Super Bowl XLIX on Feb. 1." A survey released yesterday by the American Association of Advertising Agencies shows that approximately 62% of Americans and 65% of advertising execs polled "believe the domestic violence troubles would impact advertising creative." Furthermore, 78% of Americans and 73% of ad execs "see this controversial period as an opportunity for brands and companies to promote positive social messages." Roughly 34% of Americans and 33% advertisers "want more focus on families," while 30% of Americans and 37% of ad execs "want marketers to address domestic violence." 4A's CMO Alison Fahey said, "I don't think everybody should go overboard -- and make it the 'do-gooder' Super Bowl. But it may not be the year to tackle Betty White in a Snickers spot. It may not be the year for that slapstick, semi-violent tone in advertising." The poll was conducted last month, and included 1,500 respondents (ADWEEK.com, 11/17).
