The 60-second TV ad does double duty by touting The Muppets new movie, “Muppets Most Wanted”.
Toyota says the new ad has an “unborifying” theme, with the Muppets borrowing Crews' Highlander for "humorous hijinks, dancing and surprises -- and no Muppet caper would be complete without an original song. " The ad also spotlights the crossover's three-row, eight-butts configuration.
The campaign, via Saatchi & Saatchi LA, Conill and 360i, also involves a social media element, with the Muppets will doing real-time updates as they travel to the game in Meadowlands in their Toyota Highlander on Feb. 2. The platform for that will be a live chat on game day at @Toyota or using #NoRoomForBoring.
And per Toyota, the effort will continue post-Bowl with new ads focused on vehicle features and functionality. Those ads will also star The Muppets.
Torrance, Calif.-based Toyota Motor Sales said it sold more than 12,300 Highlanders in December, capping a solid year with sales up 5.4% and without devoting a lot of dollars to advertising for the vehicle -- despite a recall of a quarter-million hybrid versions of the crossover in the U.S.
Although the vehicles in question were 2009 model-year cars, and despite customers' appreciation of an expediently performed recall before anything bad happens, it's never a boost to sales.