IOC and Team USA sponsor Toyota teamed up with Palisades Tahoe ski resort and Olympian Jonny Moseley for a pair of ‘official vehicle’ commercials called ‘Adventure’ and ‘Mountain Is Family’ showcasing the auto outfits’ latest fleet of Toyota Racing Development (TRD) trucks and SUVs.
The campaign, which was developed in harness with agency H&L, not only promotes the vehicles, but also the ski resort which was formerly known as Squaw Valley.
Olympic gold medalist Moseley fronts the two 30-second spots: both of which were shot on location at Palisades Tahoe and which highlight Toyota’s TRD truck and SUV line-up amidst the stunning backdrop of Mount Palisades Tahoe.
The commercials are set in stark, black-and-white snowy landscapes and they beautifully blend dynamic driving footage of the full-colour TRD line up with epic snow scenes of Moseley and his son Jack skiing the famous mountain.
The campaign debuted on TV on 12 February airing in and around the Super Bowl in all Northern California markets. The campaign then continued to air regionally throughout the 2023 ski season and the TV ads were supported by digital, OOH and on-site display.
According to the brand, Toyota is the market leader across Northern California and the official vehicle of Palisades Tahoe and the campaign aims to ensure ‘Toyota’s mountain-ready truck and SUV line up continues to be the first choice of Northern Californians heading to the snowy Sierras each winter’.
Local Olympic ski icon Moseley acts, according to the agency, ‘as a confident connective ambassador for Palisades Tahoe, Toyota and snow sports’ and ‘to elevate the partnership and tap into the ethos of winter adventure in Northern California’.
“In a year of unprecedented, California-drought-busting weather, there was “only one thing that could upstage the epic snowfall at Palisades – a foursome of Solar Octane orange and Electric Lime green 4x4s kicking up rooster tails of fresh powder in unison with Jonny Moseley,” said H&L VP and ECD Dallas Baker. “The vehicles are the stars of the show, and getting those shots is an operation in itself, but I love that they let me get involved from the beginning and help blend my expertise with the magic of showing off these vehicles,” Jonny Moseley said of this year’s campaign, “H&L’s commitment and effort show in the final product, and I am proud of the partnership.”
The campaign was created for client Toyota by a team at creative agency H&L Partners led by Executive Creative Director Dallas Baker and included Art Director Will Hammack, Associate Creative Director Leonard Rader, Creative Director James Segura, Executive Creative Director Dallas Baker, Producer Sophia Pellicoro, Executive Producer Steffny Wallace, Chairman Trey Curtola, Account Director Chris Cronin and Account Executives Max Tenhoff and Griffin Knorpp.
Production was handled by Stept Studios with Director Nick Martini, Director Of Photography Cam Riley, Executive Producer Lex Hinson and Line Producer Rebecca Casey/
Post production and VFX were by Wolf House Productions and music and sound was handled by M Squared.
Comment
This isn’t the first time Team Toyota athlete ambassador Moseley has fronted a Toyota campaign in the region. Back in 2016 he appeared in the auto brand’s ‘Toyota Let’s Go Guide To Squaw’.
As well as being on IOC Olympic global partner, Toyota is also a sponsor of Team USA (the United States Olympic and Paralympic Team) and this campaign links to its ongoing team ‘Toyota Mobility For All’ platform.
Previous standout Toyota North America Olympic campaigns include the emotionally powerful ‘Brothers’ spot from 2022 and its 2022 Winter Olympic ‘Start Your Impossible’ activation programme.
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