Toyota teams up with The Breadwinner

This spring, Toyota is bringing heart, humour and everyday relatability to the big screen through a promotional collaboration with TriStar Pictures’ new family comedy, The Breadwinner starring record-shattering comedian in his first feature film, Nate Bargatze.

With the Toyota Sienna at the centre, and integrations across the Tacoma, Land Cruiser and Camry, the collaboration celebrates modern family dynamics, shared responsibilities and moments that bring people together.

The Breadwinner stars Nate Bargatze as salesman Nate Wilcox and Mandy Moore as his wife, Katie. To Wilcox and their three children, Katie is the ultimate mom, she manages their comically chaotic household with equal parts efficiency and love, and everything runs perfectly.

But when Katie’s household invention leads to a once-in-a-lifetime deal on Shark Tank and takes her on a prolonged business trip, Wilcox has to figure out how to keep the house from (literally) falling apart. He and his kids soon learn that while he may not do it like mom, he can figure out how to do it his way. Welcome to the dad era.

Toyota will debut two co-branded spots, He Gets People and He Knows Cups, grounded in real-life moments and inspired by the film’s comedic tone.

In He Gets People, audiences follow a family who found a moment of genuine connection with Wilcox when they visit a Toyota dealership to buy a vehicle and leave with three, a RAV4 GR SPORT, Grand Highlander, and Sienna.

In a social-first spot He Knows Cups, a hockey mom finds hydration help for her whole family thanks to the Toyota Sienna’s 18 cupholders and Wilcox's excellent salesmanship. He Gets People and He Knows Cups were both created by Saatchi & Saatchi and directed by Speck & Gordon at Furlined.

Together, the spots highlight Toyota’s role in everyday family life, from carpools and chaos to connection and laughter, reinforcing the brand’s belief that while roles may change, showing up for one another is what matters most.

“In collaboration with TriStar Pictures’ The Breadwinner, Toyota invites audiences to see themselves in a story about family, balance and showing up for one another,” said Dedra DeLilli, vice president, marketing communications, Toyota Motor North America. “With the Toyota Sienna at the centre, the film reflects how our vehicles are built for the real moments bringing people together.”

Within the film, Toyota plays an integral role in Wilcox's world. A proud employee of a fictional Toyota dealership, Wilcox is driven to be the best on the sales floor while learning how to be present at home.