Toyota’s Line of Scrimmage program visits eight different schools in the United States that exemplify true devotion to the game of football and the gridiron culture. The spirit of that quest is picked up in this 45 second television commercial celebrating the cinematographic moments of the journey. A line of scrimmage is an imaginary transverse line crossing the football field across its narrower dimension, beyond which a team cannot cross until the next play has begun.
Before Canton (Pro Football Hall of Fame, in Canton, Ohio). Before The Rings (Worn by College Football champions). Before The Contracts. Before the Bowl Games. Before the Scholarships. There was simply the will to win. The Line of Scrimmage travels the country in search of the gutsiest teams in High School Football.
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The Line of Scrimmage promo was developed at Saatchi & Saatchi LA, Los Angeles, by creative director Greg Wells, copywriter Bob Fremgen, art director Mike Czako, agency producer Amanda Miller.