Toyota opens the Christmas season with a message of togetherness | Texas



PLANO, Texas, Dec 2, 2021 / PRNewswire-HISPANIC PR WIRE / – As the Christmas cheer sets in, Toyota is celebrating the gathering season with a special Christmas message. “Bookstore,” the first of two Toyota holiday ads, debuted last night during NBC’s prime-time special, “Christmas at Rockefeller Center,” with a personal throw from a show host.

“Bookstore” is a 60-second commercial that tells the heartwarming story of a young girl who is inspired to collect used books from her community to replenish her favorite local bookstore after a fire ravaged her. In the final scene, the girl presents the shopkeeper her favorite book she bought from his bookstore when she was a teenager, while parishioners gather to fix his shop front in a gesture of kindness. The shopkeeper is overwhelmed with the support from the community, especially since his inventory can be replenished thanks to the generous donations of books delivered to him with the help of a Toyota Tundra and Toyota Highlander. “Bookstore” was created and managed by Saatchi & Saatchi Ted Melfi.

Toyota continues the holiday spirit with a message of joy later this month with a CGI-developed spot titled “Nora’s Joy” that will be produced in both English and Spanish. “Nora’s Joy” was developed by Conill Advertising and is the story of a young woman who finds the ability to share her joy in a very magical way. As soon as she unleashes her emotions, we see her drive her Toyota Tacoma around town, spreading the joy with those around her in a flood of bright lights that illuminate the night sky. The spot includes a unique musical composition called “Starlight” by Robert DiPietro and produced by Pickle Music. Directed by the directors Kyra and Constantin, together with the executive producer Juliette Stern, of passion pictures.

“This year, more than ever, the holidays are a reminder of the importance of being with loved ones and giving back to the community,” said Lisa Materazzo, Group Vice President, Toyota Marketing, Toyota Motor North America. “We look forward to sharing an uplifting message, coming together to celebrate the true meaning of the season.”

Following on from “Bookstore”, Toyota introduces its long-term partner, National Center for Family Learning (NCFL), a national not-for-profit organization that works to eradicate poverty through educational solutions for families. Toyota is partnering with NCFL to deliver more than 85,000 books to families across the country through its 420 literacy centers across the country.

In the style of “Nora’s Joy”, Toyota invites consumers to make #sharethejoy by sharing a digital “Joy Jar” with loved ones. sends @ToyotaLatino Instagram channel of December 12th to January 3rd, 2022. For every share Toyota donates to the Hispanic Scholarship Fund up to a total of $ 50,000, in support of student scholars across the country.

Where to see

In addition to NBC’s “Christmas in Rockefeller Center” special, the: 60 version of “Bookstore” will continue with a number of high-profile broadcasts – including NBC’s “TODAY” and Thursday Night Football on FOX on Thursday December 2nd, and “Sunday Night Football” on NBC Sunday 5th December.

After the premiere week, “Bookstore” will start broadcasting versions: 30 and: 60 10th of December, via radio and cable networks. The integrated campaign will appear nationwide on radio, digital and paid social networks. The spot is broadcast during prime time, early in the morning, on sports programs and on cable networks. The spot will air the 30-second version during NBA games and during the FOX Thursday and NBC Sunday Night Football halves in December.

The: 60 version of “Nora’s Joy” will be released on 11th December on Univision’s broadcast of their annual 17-hour charity show TeletonUSA. This version will be broadcast along with a: 30 version on Hispanic radio, targeted cable networks and digital channels, including Spanish and bilingual programs on various networks such as Univision, Telemundo, ESPN Deportes and Discovery en Español, as well as on digital platforms such as NBCUniversal’s Peacock, YouTube, Pandora and Later that month, “Nora’s Joy” will come to life through an exclusive interview with one of the hosts on Telemundo’s afternoon show, “En Casa con Telemundo”.

The Toyotathon Sales Event in December offers incentives January 3, 2022. Check out the “Bookstore” spot here and the 30-second version of the commercial “Nora’s Joy” here (in Spanish). Images and credits are available here.

About Toyota

Toyota (NYSE: TM) has been part of the U.S. cultural fabric for more than 60 years and is committed to promoting sustainable next-generation mobility through our Toyota and Lexus brands and our nearly 1,500 dealerships.

Toyota has created a tremendous value chain and directly employs more than 36,000 people in the United States Alabama which will start production in 2021.

To inspire the next generation for careers in STEM-based areas, including mobility, Toyota has its virtual education center at. brought to life with extensive experience and the opportunity to visit many of our US manufacturing facilities. The hub also includes a range of free STEM-based lessons and curricula from Toyota United States of America Foundation partners, virtual excursions and more. More information about Toyota can be found at

Media contacts:

Marissa Borjon

Toyota Motor North America


[email protected]

Kimberly Harms

Saatchi for Toyota


[email protected]

Delia Lopez

Conill for Toyota


[email protected]

For customer inquiries, please call: 800-331-4331

Photo –

Logo –


Recent stories you may have missed



Comments are closed.