Toyotathon is back for the 38th year with a 100-second holiday commercial, a first in the broadcast industry. The commercial, “R+S,” premiered on Tuesday, November 28, on NBC during “The Voice.” This 100-second spot comes at a time when most networks are reducing commercial time. 
 
"The Winter holiday season seems to get longer every year with retail advertising starting earlier than the year before. Of course we have retail ads just like our competitors, but we believe it's also important to remind customers of the true meaning of the holiday season," said Ed Laukes, group vice president, Toyota Marketing, Toyota Motor North America. 

“R+S” unfolds like a film as it tells a family’s multigenerational story using a beloved family tree as the centerpiece. See it below:
 

“The natural connection with Toyota’s new creative and such a powerful night of family viewing illustrates the power of contextual messaging which still reigns king,” said Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships, NBC Universal. “Engaging, emotional creative combined with the unparalleled environment of television is the ultimate platform for a marketer to reach audiences at scale and enhance the consumer experience.”
 
The commercial allows the viewer re-experience the holidays through another family’s lens and carries that emotion with them to their own family festivities. Fostering the true meaning of the holidays, togetherness, Toyota tugs at the viewer's heartstrings by focusing on the family’s story to create a relatable, emotional experience during the hectic holiday season. 

Image Credit: Toyota