In 2019, Toyota released the most exciting car they’ve ever made: The new GR SUPRA.
We needed a two-pronged strategy. SUPRA is an iconic name that shines a bright light on Toyota and we wanted everyone to know that it is back. We also wanted to speak to the drivers who actually buy the vehicle in their own language.
Super Bowl Sunday was the perfect stage for our first goal. “Pinball Wizard” by The Who rang out as Supra deftly maneuvered the challenges of a shipyard-sized pinball machine — a nod to the 1980s, when pinball machines were just as popular and iconic as Supra.
To reach our drivers, we created the story of a driver who takes the SUPRA out on a track to find out what this new SUPRA is all about. The sound track "Getting To Know You" from The King and I narates the story.
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