The ad is based off the famous phrase “keeping up with the Joneses” which often refers to the need “to compete with one's neighbors in material possessions.”

Toyota decided to put a literal spin on the idiom and opted to feature a group of famous ‘Joneses’ as they battle it out in the pick-up trucks.

The ad is based off the famous phrase “keeping up with the Joneses” which often refers to the need “to compete with one's neighbors in material possessions.”

Toyota decided to put a literal spin on the idiom and opted to feature a group of famous ‘Joneses’ as they battle it out in the pick-up trucks.

The ad is based off the famous phrase “keeping up with the Joneses” which often refers to the need “to compete with one's neighbors in material possessions.”

Toyota decided to put a literal spin on the idiom and opted to feature a group of famous ‘Joneses’ as they battle it out in the pick-up trucks.

“The Joneses” creative launched as one of two Toyota spots in the Super Bowl LVI on NBC this year. Beyond it’s big launch it has ran in a rotation across major networks, sports, cable, and streaming environments including but not limited to: NBC, FOX, ABC, ESPN, CWN, USA, Hulu, Peacock, HBO Max, Disney. Ran 2/13 through May 2022. Had 70 placements digitally, and 18,269 airings via broadcast/cable.

“The Joneses” :60 spot which premiered during February’s Super Bowl, launched the much-anticipated all-new 2022 Toyota Tundra and featured celebrity talent – Tommy Lee Jones, Rashida Jones, Leslie Jones, and Nick Jonas. From an Earned Media perspective, the Toyota spot garnered over 700 online, print, and broadcast placements with an estimated exposed audience of over 10B impressions. Buzz of “The Joneses” across social media garnered reach of over 725K impressions across Facebook, Twitter, and Instagram. Overall, the spot received positive feedback and placed #9 in USA Today’s Admeter ranking of the 2022 Super Bowl spots.