Cannes Lions
RUFFIAN, Los Angeles / TOYOTA / 2020
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Cobie Smulders Is the Perfect Blockbuster Hero in Toyota’s Super Bowl Ad
The Stumptown actress saves the world… sort of
Toyota has made a habit of telling strong stories in its Super Bowl advertising, with a dash of heroism and inspiration for good measure.
Smulders ends up in just the right place at the right time, every time. We're tossed into some sort of biological disaster of sorts, the wild west and an alien invasion. Each time, it feels like the saddest scene of every film -- just as the protagonist tells the others to go on without them and the film tugs at the heartstrings. But, the Highlander and Smulders arrive just in time to save the day.
Toyota said the ad is all about showing the Highlander's capability, but it also helps we see numerous individuals inside the cabin to highlight the space inside.
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