Toyota Seeks Football Fans to Host 'The Line of Scrimmage' Mini-Show During NBC Sunday Night Football Halftime Show

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Toyota will search out hometown traditions, football rivalries and game highlights from around the nation with original content airing every week during the high-profile time slot starting Sunday, September 9 through Sunday, December 23. Inspired by the big sports networks, "The Line of Scrimmage" hosts will write, direct and host the 45 second episodes right from the tailgate of a 2007 Toyota Tundra truck. The new hosts and high schools will also appear in a series of nine ads in the high school section of Sports Illustrated.

We wanted to do more with our halftime commercial space than air our usual ads

Do you have a passion for football and an aspiration to travel the country reporting on the most interesting and storied high school programs? Does your high school have football traditions or legends that would amaze a national audience? Toyota and its agency of record Saatchi & Saatchi LA are seeking hosts and high schools for season two of its original mini-show "The Line of Scrimmage," airing during the NBC Sunday Night Football Halftime Show.

Toyota will search out hometown traditions, football rivalries and game highlights from around the nation with original content airing every week during the high-profile time slot starting Sunday, September 9 through Sunday, December 23. Inspired by the big sports networks, "The Line of Scrimmage" hosts will write, direct and host the 45 second episodes right from the tailgate of a 2007 Toyota Tundra truck. The new hosts and high schools will also appear in a series of nine ads in the high school section of Sports Illustrated.

For details on how to vie for one of the two hosting slots and how to submit your high school, football fans can visit "The Line of Scrimmage" MySpace page at http://www.myspace.com/lineofscrimmage2007season, the Facebook page, or watch one the YouTube videos. Nominations are open from now until midnight August 6.

"We wanted to do more with our halftime commercial space than air our usual ads," said Kim McCullough, corporate manager of marketing communications at Toyota Motor Sales, USA, Inc. "We're giving this coveted timeslot back to the fans by celebrating the local communities where Friday night football rules the week. Now everyone has a chance to be part of the show."

Last year's "The Line of Scrimmage," hosted by two college students, Jon & J.J., can be viewed at http://www.toyota.com/football.

About Toyota:
Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion in the United States, marketing products and services through a network of 1,427 Toyota, Lexus and Scion dealers in 49 states. Established in 1957, and currently celebrating its Golden Anniversary in the US, TMS and its subsidiaries also are involved in distribution logistics, motorsports, and research and development.

About Saatchi & Saatchi LA:
Saatchi & Saatchi LA's dream is to positively influence U.S. popular culture. Since its founding in 1975, the West Coast office of Saatchi & Saatchi has been creating world-famous creative ideas on behalf of its clients. In 2006, the agency's innovation played a vital role in Toyota's selection as Marketer of the Year by Advertising Age and BrandWeek and as Media Client of the Year by MediaPost magazine. Saatchi & Saatchi LA is the agency of record for Toyota Motor Sales, U.S.A., and it also serves Toyota Dealer Associations and Procter & Gamble. The LA office is the third largest in the global network of ideas company Saatchi & Saatchi, part of Publicis Groupe.

Media Contacts:     
Cindy Knight
Toyota Division Communications
310-468-2170

Erin Poole
Saatchi & Saatchi LA
310-214-6162

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