Toyota gets electric in new spots

Toyota’s new all-electric family marketing campaign introduces a lineup designed to meet the needs of today’s drivers with intuitive technology, purposeful engineering and everyday usability. 

As more drivers begin to explore electric options, the campaign invites them to get behind the wheel and see how Toyota’s all-electric vehicles fit into their daily lives. Through relatable, human-centered storytelling, the campaign shows how going electric can feel simple, natural and worth exploring.

“Toyota’s new lineup of all-electric vehicles demonstrates our dedication to putting people first, emphasising the everyday needs of drivers,” stated Mike Tripp, group vice president of Toyota Marketing. “This campaign highlights how thoughtful features and purposeful design help make the move to all-electric simple and fun, while supporting how people live, travel, and connect.”

The fully integrated campaign was developed using a cohesive marketing approach inclusive of multicultural audiences. Agency partners include Saatchi & Saatchi, Burrell Communications Group, Conill and Intertrend Communications.

Focusing on turning skeptics into believers, Burrell Communications Group developed a series of broadcast and digital spots for Toyota’s new all-electric family campaign. The work includes a 30-second hero film titled Haters Anthem, along with 15-second Looks for Days, Power and Handle It, and 10-second First Sight and Frown Breakdown, all directed by Paul Hunter. In Haters Anthem, three skeptics portrayed as puppets, comedically sing, hate and doubt all-electric vehicles, only to be won over by the vehicles one-by-one, revealing the puppet haters have been transformed into Toyota BEV believers.

Toyota’s new all-electric family campaign highlights how its all-electric family fits seamlessly into the lives of today’s drivers, supporting everything from creative pursuits to weekend escapes and everyday routines. Saatchi & Saatchi developed two 30-second spots titled Carista and Imagine, along with two 15-second spots titled Weekend Warriors and Last Run, all directed by Tristan Holmes. The work brings to life real, human stories from a mobile coffee business powered out of a Toyota bZ to drivers using their all-electric vehicles to pursue passions, explore beyond the city and make the most of every day.