Toyota will appear in the Super Bowl for the second straight year, and the automaker is giving its multicultural agency, Burrell Communications, the assignment. The ad will be for the 2019 RAV4 compact crossover.
Saatchi & Saatchi normally takes the creative lead on Toyota's big general market campaigns, including previous Super Bowl ads. So Burrell's assignment represents a significant win for the agency.
"Toyota's multi-agency approach is part of the brand's broader strategy to embrace diversity nuances throughout the strategy, creative and communications of all its campaigns," Toyota said in a statement. Saatchi & Saatchi will handle "media and communications strategies" for the ad, according to the statement. But "the Super Bowl execution will tap into learnings to have Burrell Communications develop and produce the creative."