Toyota – Smallville Brand Integration

As part of the Yaris launch, Toyota sponsored the hit show Smallville, based on the Superman story. This groundbreaking brand integration program included custom content created by the show’s production team, a broadcast and online animated graphic novel and mentions and vehicles in the on-air show.

My team, along with others, at Saatchi & Saatchi developed the partnership, media buy, asset creation and program execution.