The stars align in Toyota’s second Big Game ad, “The Joneses,” as Tommy Lee Jones, Leslie Jones, Rashida Jones and Nick Jonas try to keep up alongside the biggest star of them all, the all-new 2022 Toyota Tundra.
The all-new 2022 Toyota Tundra has been years in the making and you only get one chance to make a first impression” said Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. “It’s only fitting that we launch the all-new Tundra, our biggest U.S. campaign launch ever, alongside this caliber of star power on the world’s largest advertising stage.”
The 60-second ad, which premiered at the start of the Toyota Halftime Report, opens with two all-new Tundras racing through the countryside on an off-road expedition. The drivers are revealed to be none other than Tommy Lee Jones and Leslie Jones. Suddenly, another all-new Tundra pulls out of nowhere – it’s Rashida Jones – overtaking them as the three-barrel through the mud, snow and mountains in a heart-pounding rivalry.
They peer over at each other, a glint of challenge in their eyes as a fourth Tundra joins the group – all perplexed as to who it could be. The truck pulls up revealing Nick Jonas behind the wheel. With the group’s reluctant approval, Nick joins in as the voice-over reads “stay ahead in the all-new Tundra.” Watch below:
“The Joneses” was created by Toyota’s agency of record, Saatchi & Saatchi and directed by veteran filmmaker Bryan Buckley.
“I’ve directed many Big Game commercials,” said two-time Academy Award-nominated director Bryan Buckley. “Each shoot brings its own excitement, but the star power of the actors and the all-new 2022 Toyota Tundra took it to an epic level.”
Viewers who tuned into the Big Game on Telemundo were treated to “Born to Lend a Hand” at the start of the Toyota Halftime Report, a 60-second spot featuring the all-new Tundra created by Conill Advertising and directed by Nicolai Fuglsig.
REELated: Complete list of all our Super Bowl coverage. Enjoy!
Toyota’s previously-released Big Game 60-second spot “Brothers” shares an inspiring message of determination and spotlights the power of sport by profiling real-life brothers, Brian and Robin McKeever. The cross-country skiing pair have together earned 10 Paralympic medals. “Brothers” ran in the 1A position of the Big Game.
“Brothers” was created by Saatchi & Saatchi, in partnership with Dentsu and directed by Seb Edwards.
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CREDITS:
CLIENT: Toyota
Client Name(s): Lisa Materazzo, Michael Tripp, Joseph Moses, Kert Wilson , Kyle Keckeisen , Cody Wilhide , Erin Doughty
AGENCY: Saatchi & Saatchi
- Chief Creative Officer: Jason Schragger
- Executive Creative Director: John Payne
- Creative Director: Kevin Samuels
- ACD Art Director: Lynn Born, Max Wang
- ACD Copywriter: Michael Buss
- Senior Art Director: Matt Kern
- Senior Copywriter: Paul Oberlin
- Jr. Art Director: Denzell Newsome
- Chief Production Officer: Lalita Koehler
- Group Director of Content Production: Sara Seibert
- Executive Producer: Richard Bendetti
- Senior Producer: Aileen Baliat
- Senior Music Supervisor: Kristen Hosack
- Music Coordinator: Tanisha Edwards
- Art Producer: Chris Whitten
- Agency Communications Director: Paula Adams
- Managing Director: Al Reid
- Management Director: Erica Baker
- Senior Client Partner: Steven Sluk
- Client Partner: Chris Crockett
- Client Operations Lead: Ryan Ritchie
- Client Partnership Supervisor: Valerie Purdy
- Client Partnership Manager: Liz Ruxin
- Client Partnership Assistant Manager: Molly Purcell
- Chief Strategy Officer: Mark Turner
- Group Planning Director: Evan Ferrari
- Planning Director: Hailey Marsh
- Planner:mJordan Shelby
- Client Partner, Product Information: Matt Hardesty
- Executive Communications Director:John Lisko
- Media Director: Tony Shan
- Associate Media DirectorAimee Roberts
- Group Director, Public Relations/Earned Media: Jana Hartline
- Director, Public Relations: Kimberly Harms
- Director, Earned Media: Emi FitzGerald
- Manager, Public Relations: Ava Batansky
- Dire tor, Broadcast Traffic: Nadzyah Guillermo
- Director, Business Affairs: Linda Daubson
- Senior Business Affairs Manager: Dorn Reppert
PRODUCTION COMPANY: Hungry Man
- Executive Producer: Dan Duffy, Cale b Dewart, Marian Harkn ess
- Managing Partner: Mino Jarjoura
- Producer: Matt Lefebvre
- Director: Bryan Buckley
- Director of Photography: Scott Henriksen
EDIT: Cabin Edit
- Managing Partner:Carr Schilling
- Executive Producer:Adam Becht
- Producer:Michelle Dorsch
- Editor: Chan Hatcher, Randy Baublis
- Assistant Editor: Doug Scott
TELECINE/COLOR: Company 3
Color Artist: Jill Bogdanowicz
FINISHING / VFX: The Mill
- Creative Director: John Leonti
- VFX Supervisor / Lead Compositor: John Leonti
- VFX Supervisor/ Flame Lead: Adam Lambert
- Finishing Producer: Esther Montgomery
- Executive Producer: Arielle Davis
MUSIC Arrangement & Composition: “It’s Not Unusual” by Tom Jones
SOUND DESIGN: Charles Deenan – Source Sound
MIX: Lime Studios
