The Super bowl is one of the most anticipated events of the year. The game is not the only aspect that draws viewers in; the commercials are almost as entertaining as the game. Companies spend around four million dollars for a thirty second time slot and in addition to that spend several million for the production of the ad. What could persuade a company to spend this amount of money on a single advertisement?
Toyota aired a tear-jerking advertisement titled “My Bold Dad” during halftime at the 2015 super bowl. The ad shows a father driving his daughter in a Toyota Camry. There are several flashbacks throughout that show the father-daughter relationship. The father traps a spider that is near the daughter, removes a bee’s nest from the tree …show more content…
Beginning in 2007, Toyota was facing many malfunctions and multiple recalls. An investigation was opened and resulted in Toyota paying $1.2 billion dollar fine. In April of 2014, Toyota recalled over six million cars (Yan). Toyota attempts to regain buyers trust with the “My Bold Dad” commercial by targeting a large audience with an emotional story that has American values imbedded into it.
Toyota’s commercial is targeted at a wide range of people. The commercial had the following voice over narrating the story:
Being a Dad is more than being a father. It’s a choice to get hurt rather than to hurt, to be bold when others are scared. A choice that says you will be there. To show them right from wrong, by your words and by your actions. Being a dad is more that being a father. It’s a commitment, one that will make a wonderful human being who will make their own choices someday. …show more content…
The commercial begins when the daughter is very young and continues until she is a young adult. The length of story represents the quality and life span of Toyota’s cars. The Camry is a reliable car that will last for many years. The commercial also creates parallels in between the story and Toyota’s safety history. The video is mostly bright, warm and energetic. The scene when the daughter is leaving a party and the father picks her up is dark and cold. This scene would represent 2007-2014 in Toyota’s recall history. Toyota is showing that they are turning over a new leaf and putting the past
Toyota aired a tear-jerking advertisement titled “My Bold Dad” during halftime at the 2015 super bowl. The ad shows a father driving his daughter in a Toyota Camry. There are several flashbacks throughout that show the father-daughter relationship. The father traps a spider that is near the daughter, removes a bee’s nest from the tree …show more content…
Beginning in 2007, Toyota was facing many malfunctions and multiple recalls. An investigation was opened and resulted in Toyota paying $1.2 billion dollar fine. In April of 2014, Toyota recalled over six million cars (Yan). Toyota attempts to regain buyers trust with the “My Bold Dad” commercial by targeting a large audience with an emotional story that has American values imbedded into it.
Toyota’s commercial is targeted at a wide range of people. The commercial had the following voice over narrating the story:
Being a Dad is more than being a father. It’s a choice to get hurt rather than to hurt, to be bold when others are scared. A choice that says you will be there. To show them right from wrong, by your words and by your actions. Being a dad is more that being a father. It’s a commitment, one that will make a wonderful human being who will make their own choices someday. …show more content…
The commercial begins when the daughter is very young and continues until she is a young adult. The length of story represents the quality and life span of Toyota’s cars. The Camry is a reliable car that will last for many years. The commercial also creates parallels in between the story and Toyota’s safety history. The video is mostly bright, warm and energetic. The scene when the daughter is leaving a party and the father picks her up is dark and cold. This scene would represent 2007-2014 in Toyota’s recall history. Toyota is showing that they are turning over a new leaf and putting the past