This spring, Toyota enters into a promotional collaboration with TriStar Pictures’ new family comedy, The Breadwinner starring comedian Nate Bargatze in his first feature film, which arrives in theaters on May 29.
With the Toyota Sienna at the center, and integrations across the Tacoma, Land Cruiser and Camry, the collaboration celebrates modern family dynamics, shared responsibilities and moments that bring people together.
The Breadwinner stars Bargatze as salesman Nate Wilcox and Mandy Moore as his wife, Katie. To Nate and their three children, Katie is the ultimate mom–she manages their comically chaotic household with equal parts efficiency and love, and everything runs perfectly.
But when Katie’s household invention leads to a once-in-a-lifetime deal on Shark Tank and takes her on a prolonged business trip, Nate has to figure out how to keep the house from (literally) falling apart. He and his kids soon learn that while he may not do it like mom, he can figure out how to do it his way. Welcome to the dad era.
Toyota will debut two co-branded spots, “He Gets People” and “He Knows Cups,” grounded in real-life moments and inspired by the film’s comedic tone.
In this commercial, “He Gets People,” audiences follow a family who found a moment of genuine connection with Nate when they visit a Toyota dealership to buy a vehicle and leave with three–a RAV4 GR SPORT, Grand Highlander, and Sienna.
Speck & Gordon directed the spots via production company Furlined for agency Saatchi & Saatchi.
