Toyota’s Toni Harris lifts Super Bowl ads – with a little help from director Pytka

Toni Harris dreams of being the first woman NFL player and appears to be well on the way, with scholarship offers despite being just five and half feet tall. But she’s surmounted many things in her young life: adoption and cancer included.

So it’s smart of Burrell Communications and Saatchi & Saatchi to sign her for Toyota’s RAV4 Hybrid Super Bowl spot. And an equally good move to sign legendary commercials director Joe Pytka (more than 80 Super Bowl ads.)

“Toni’s story and the Toyota RAV4 HV narrative complement each other nicely and it was a true pleasure to feature them during the most-watched television event of the year,” says the great man.

Wouldn’t be surprised if this has the most impact of all of them. It borrows a bit from Eminem’s famous ‘Detroit’ ad for Chrysler, but that’s showbiz.

MAA creative scale: 8.5.

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About Stephen Foster

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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.