Toyota is helping to spread Christmas’ purpose again this year. That purpose is reinforcing the goodness in people and the joy it brings. Heaven knows we need to be reminded of those things this year.

Toyota, Saatchi & Saatchi and Conill Advertising have created two Christmas stories that do their job using Christmas’ magical ingredients – the kindness and initiative of children, the power of community and a touch of magic.

The 60-second spot, Bookstore, was created by Saatchi & Saatchi and directed by Ted Melfi.

Tying in with Bookstore, Toyota is spotlighting its longstanding partner, National Center for Families Learning (NCFL), a national nonprofit that works to eradicate poverty through education solutions for families. Toyota is partnering with NCFL to provide more than 85,000 books for families nationwide through its 420 literacy centres across the country.

 Nora’s Joy, produced in both English and Spanish, was developed by Conill Advertising, The spot includes a unique musical composition called Starlight by Robert DiPietro and produced by Pickle Music. It was directed by directing duo Kyra and Constantin, with executive producer Juliette Stern, of Passion Pictures.

Tying in with “Nora’s Joy,” Toyota is inviting consumers to #sharethejoy by sending a digital “joy jar” to their loved ones via the @ToyotaLatino Instagram channel from December 12 through January 3, 2022. For every share, Toyota will make a donation to the Hispanic Scholarship Fund up to a total of $50,000, in support of student scholars nationwide.

“This year, more than ever, the holidays remind us of the importance of being with loved ones and helping give back to the community,” stated Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. “We’re looking forward to sharing an uplifting message of coming together to celebrate the true meaning of the season.”

Bookstore made its debut during NBC’s Christmas in Rockefeller Center special, and will continue with a number of high-profile airings including NBC’s TODAY and Thursday Night Football on FOX on Thursday, December 2, and Sunday Night Football on NBC on Sunday, December 5.  It will then air in 30- and 60-second versions across broadcast and cable networks, supporting in digital and paid social.

The animated film, Nora’s Joy, will launch on December 11 on Univision’s broadcast of its annual TeletonUSA 17-hour charity broadcast. That version, along with a 30-second cutdown, will be airing on Hispanic broadcast, targeted cable networks and digital channels, including Spanish and bilingual programming across various networks and digital platforms.