Toyota: Bookstore

As the holiday spirit sets in, Toyota is celebrating the season of coming together with a special holiday message. "Bookstore," the first of two Toyota holiday ads, debuted last night during NBC's primetime special, "Christmas in Rockefeller Center," with a personalized throw from a show host. "Bookstore" is a 60-second spot that shares the heartwarming story of a young girl who gets inspired to collect gently used books from her community to restock her favorite local bookstore after it's devastated by a fire.
Agency: Saatchi & Saatchi / Conill Advertising

In the final scene, the girl presents the shop owner with her favorite book, purchased from his bookstore when she was younger, as community members come together to repair his storefront in a gesture of kindness. The shop owner is overwhelmed by the support from the community, especially after seeing that his inventory can be replenished thanks to the generous book donations delivered to him with help from a Toyota Tundra and Toyota Highlander. “Bookstore” was created by Saatchi & Saatchi and directed by Ted Melfi. Toyota continues the holiday spirit with a message of joy later this month with a CGI-developed spot titled “Nora’s Joy,” produced in both English and Spanish. Developed by Conill Advertising, “Nora’s Joy” is the story of a young woman who finds the ability to share her joy in a very magical way. Once she unleashes her emotions, we see her driving her Toyota Tacoma around town, spreading the joy with those around her in a flurry of bright lights lighting up the night sky. The spot includes a unique musical composition called “Starlight” by Robert DiPietro and produced by Pickle Music. The spot was directed by directing duo Kyra and Constantin, with executive producer Juliette Stern, of Passion Pictures.