Toyota tweaks the tear ducts with Father’s Day epic

It’s Father’s Day on Sunday and this event (presumably designed to sell more Hallmark cards or something) seems to have caught on all over the world.

Here’s a tear-inducing epic from Toyota, ‘Loving Eyes,’ designed to promote Toyota Safety Sense. Toyotas are more famous for recalls than anything else these days but never mind.

It shows life from the perspective, first, of a father then his daughter. No idea who the agency was, some part of Dentsu presumably.

Takes a while to get going and the first music track is a bit gloopy.

But gets there in the end – sweet.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.