Toyota's 2013 Super Bowl Ad Goes for Big Bang
- Toyota's 2013 Super Bowl commercial will feature actress Kaley Cuoco, star of The Big Bang Theory, and the winner of a Toyota social media contest.
- Fans are offered a chance to "Get in the Big Game" and have their picture appear in the Toyota spot, but only if they submit photos of themselves to Instagram or Twitter by January 12.
- One photo will appear in the commercial during the first quarter of the February 3 game.
TORRANCE, California — Toyota hopes to score big with its 2013 Super Bowl commercial that stars a famous blonde actress and a not-so-famous social-media contest winner.
While Toyota has yet to tease its new Super Bowl commercial, it appears to be taking a different approach from its 2012 Super Bowl commercial that featured the 2012 Toyota Camry, along with a reinvented baby "that doesn't poop."
Actress Kaley Cuoco, "Penny" from CBS' The Big Bang Theory, will use her comedic talents in her first Super Bowl ad that also engages the public with a social media contest. The Big Bang Theory is the CBS comedy about two brainy physicists and their attempts to relate to the world around them — and to the cute blonde woman next door.
Fans are offered a chance to "Get in the Big Game" and have their picture appear in the Toyota spot, but only if they submit photos of themselves to Instagram or Twitter with the hashtag #WishGranted or #LetsGoPlaces by January 12. One photo will appear in the commercial during the first quarter of the February 3 game. Participants must be 18 or older.
They also must undergo a background check, according to contest rules.
While details about the creative elements of the campaign will not be released until later, the humorous nature of the commercial made Cuoco, with her comedic television background, ideal for the role.
The Big Bang Theory is currently in its sixth season. The sitcom has received Emmy, Golden Globe and SAG Award nominations for the past two years and continues to bring in top ratings every week.
"When I saw the concept for the commercial, I knew it was something I wanted to do," said Cuoco in a statement. "I've had a great time filming and am excited to see the finished product."
For official rules and more information about "Get In The Big Game," visit Toyota's Web site.
Edmunds says: Toyota couldn't choose between the celebrity or public-contest route, so it did both.