Created by Saatchi & Saatchi, the campaign brings together NFL stars and fans to celebrate the spirit of football, highlighting the unity and energy of diverse fan bases across the country.

Premiering Thursday during the primetime matchup on NBC and Peacock, the campaign, ‘We Roll Deep Anthem,’ opens with a young boy donning a football helmet and playing a bugle, setting the tone for a montage of passionate football fans. From face-painted supporters to tailgating families loading up their Toyota vehicles, the ad captures the shared excitement and ritualistic preparation for game day.

Notable NFL stars, including football legend Eli Manning, 49ers quarterback Brock Purdy, Colts wide receiver Michael Pittman Jr. and Rams wide receiver Puka Nacua appear amid the fanfare.

“For more than 65 years, Toyota has been there for road trips, practice drop-offs, and tailgates, connecting fans, families and communities to America’s favorite sport,“ said Michael Tripp, group vice-president of Toyota division marketing. “This campaign demonstrates our commitment to immersing fans further into the excitement of gameday adventures.”

To support the campaign, Toyota is also rolling out several fan-engagement initiatives throughout the season. One highlight is Toyota’s ’Gameday Giveaway,’ a collaboration with NBC that incentivizes fans to digitally participate in Sunday Night Football games by entering weekly challenges for a chance to win exclusive prizes, including NFL tickets, NFL Shop gift cards, and Super Bowl LIX tickets. One fan will even drive away with a 2025 Toyota Land Cruiser.

Toyota is also deepening its NFL partnership with a focus on diversity and culture through a social media series titled ’We Roll Deep.’ Featuring NFL star Christian Gonzalez, the campaign will celebrate Latino heritage in football with content featuring gridiron legends like Jim Plunkett and Diana Flores, the captain of the Mexican Women’s National Flag Football team. The series will highlight personal stories of family, culture, and football, with new episodes shared throughout the season on Toyota Latino’s social channels.

In another collaboration, Toyota teams up with The Mina Kimes Show featuring Lenny to bring a cultural lens to football discussions. The initial episode will see host Mina Kimes facilitate a conversation between NFL star Kyle Hamilton and another Korean-American football player, centering on their shared heritage and experiences. Later episodes will continue these diverse dialogues, bringing together personalities like Haloti Ngata and Puka Nacua.

Toyota’s involvement in football has also expanded through its support of NFL Flag tournaments across the US, encouraging youth participation in non-contact football. Toyota’s league partners, including rising stars like Puka Nacua, Kyle Hamilton, and Christian Gonzalez, will continue to spotlight the company’s focus on community, culture, and family throughout the NFL season.

Toyota’s campaign joins a lineup of exciting NFL season activations, including Gatorade’s You Know We Got It featuring Lamar Jackson and Justin Jefferson, and a playful Best Buy-NBC Universal collaboration with a ‘spokeshologram’ interrupting the NFL season opener broadcast.

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